Key Marketing Skills

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9780749442989: Key Marketing Skills

This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues:

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About the Author:

Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).

Review:

"Practical tips and a useful chapter on brand management." Media Week "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 Engstrom, IHM Business School, Sweden "This practical book offers advice on conducting a strategic market audit, defining marketing objectives, identifying market segments, analyzing the value chain, promoting a brand, and determining price." America Online, Kogan Page USA "Takes a comprehensive look at the differing types of marketing approaches, how they would work with certain brands and discusses how best to implement them depending on the type of product, organisation, and market environment." Export Guide "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 Engstrom, IHM Business School, Sweden

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Book Description Kogan Page Ltd, United Kingdom, 2004. Paperback. Book Condition: New. 2nd Revised edition. Language: English . Brand New Book ***** Print on Demand *****. 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 Engstrom, 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. Bookseller Inventory # APC9780749442989

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Book Description Kogan Page Ltd, United Kingdom, 2004. Paperback. Book Condition: New. 2nd Revised edition. Language: English . Brand New Book ***** Print on Demand *****.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 Engstrom, 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. Bookseller Inventory # APC9780749442989

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Book Description Kogan Page. Paperback. Book Condition: New. Paperback. 414 pages. Dimensions: 9.4in. x 7.4in. x 1.3in.This is a brand new edition that focuses on the practical issues faced by todays marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues: This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9780749442989

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