Key Marketing Skills: A Complete Action Kit of Strategies, Tools & Techniques for Marketing Success

Cheverton, Peter

ISBN 10: 0749433558 / ISBN 13: 9780749433550

Published by LA Vergne, Tennessee, U.S.A.: Kogan Page Ltd, 2004

About this Item

trade paperback in very good+ condition. includes cd.

Seller Inventory # 128861

Bibliographic Details

• Title: Key Marketing Skills: A Complete Action Kit of Strategies, Tools & Techniques for Marketing Success
• Publisher: LA Vergne, Tennessee, U.S.A.: Kogan Page Ltd
• Publication Date: 2004
• Language: English
• ISBN 10: 0749433558
• ISBN 13: 9780749433550
• Binding: Soft cover
• Condition: Very Good
• Seller catalogs:
  • business

About this title

Synopsis

Not just another introduction to marketing, ' ""Key Marketing Skills"" contains information, advice and guidance on the marketing issues of the moment, including key account management, CRM, and the impact on marketing of the e-revolution. This book and free CD ROM provides an action kit' for application to any business circumstance, whether it is in a consumer, business to business, industrial or service environment. Using live examples of good and bad marketing practice to provide insights and warnings, this book covers: * How to conduct a market audit; * Developing a marketing strategy; * Writing a marketing plan; * Segmenting your market; * Marketing and the e-revolution; * Strategies in the marketing mix; * Customer relationship marketing; * Delivering value. Includes a FREE CD ROM with a ready to use Directional Policy Matrix (DPM), the INSIGHT Marketing Planning template, interactive exercises, case studies and a presentation pack of tools and models.

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).