Key Marketing Skills: Strategies, Tools, and Techniques for Marketing Success

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Kogan Page Publishers, 2004 - Business & Economics - 383 pages
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Praise and Reviews

"This really makes marketing happen - congratulations!"

- Professor Malcolm McDonald

"All marketing lecturers find your book most useful - it is replacing Kotler on both the strategic and tactical parts of our courses."

-Mats Engstr m, IHM Business School, Sweden

Not just another 'introduction to marketing', Key Marketing Skills is a practical, actionable guide that shows how to apply marketing strategies in a real-world context. Taking you step by step through the entire marketing planning process, Peter Cheverton shows you how to:

conduct a market audit

build your marketing strategy

prepare a robust marketing plan

develop a unique value proposition

build alignment throughout the supply chain

implement your plan through the marketing mix

Extensively revised and updated, this new edition has also been expanded to include a wealth of brand new international case studies and planning models. Together with sections on vital issues such as brand management, how to brief an agency and how to conduct a self-assessment health check of your current level of marketing excellence, this book will provide all the necessary tools and guidance to make marketing happen. Free online resources contain the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.

 

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Contents

The Marketing Model
8
In search of good marketing
28
Writing the marketing plan
44
Market research
53
Chakravatis piano or why you need market research
65
The strategic audit
71
The CONNECT Inc case study
87
Vision and objectives
97
The value proposition
186
Relationship management
198
Brand management
223
Functional alignment
249
The tactical audit
265
Product
271
Place
290
Promotion
313

How will we grow?
105
How will we compete?
113
Who will we serve?
126
Branding
153
The segment audit
175
Price
332
The Ambient Ltd case study
358
The marketing health check
367
Getting further help
373
Copyright

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About the author (2004)

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page

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