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Key Marketing Skills

Key Marketing Skills

Strategies, Tools and Techniques for Marketing Success

Peter Cheverton

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Understand how to apply marketing strategies in a real-world context with this practical and actionable, hands-on guide.

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About the book

Not just another 'introduction to marketing', Key Marketing Skills is a practical, actionable guide that demonstrates how to apply marketing strategies in a real-world context, from conducting a marketing audit and building your marketing strategy, to preparing a robust marketing plan and developing a unique value proposition. Taking you step by step through the entire marketing planning process, it will enable you to build alignment through the supply chain and successfully 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, Key Marketing Skills provides all the necessary tools and guidance to make marketing happen. Online resources include self-test questions, marketing planning template, performance map and a customer activity cycle table.

Table Of Contents

    • Chapter - 21: Functional alignment;
    • Chapter - 22: Portfolio management;
  • Section - FIVE: The tactical mix;
    • Chapter - 23: The tactical audit;
    • Chapter - 24: The four P’s…or the four C’s?;
    • Chapter - 25: Product;
    • Chapter - 26: Place;
    • Chapter - 27: Promotion;
    • Chapter - 28: Price;
    • Chapter - 29: The Ambient Ltd case study;
  • Section - SIX: Making it happen;
    • Chapter - 20: Brand management;
    • Chapter - 19: Relationship management;
    • Chapter - 18: The value proposition;
    • Chapter - 17: The segment audit;
  • Section - FOUR: Delivering the value;
    • Chapter - 16: Branding;
    • Chapter - 15: Who will we serve?;
    • Chapter - 14: What will drive us?;
    • Chapter - 13: How will we compete?;
    • Chapter - 12: How will we grow?;
    • Chapter - 11: Vision and objectives;
  • Section - THREE: Strategic positioning;
    • Chapter - 10: The CONNECT Inc case study;
    • Chapter - 09: The strategic audit;
    • Chapter - 08: Chakravati’s piano, or, why you need market research…;
    • Chapter - 07: Market research;
  • Section - TWO: The strategic market audit;
    • Chapter - 06: Writing the marketing plan;
    • Chapter - 05: The marketing process;
    • Chapter - 04: In search of ‘good marketing’;
    • Chapter - 03: Issues raised by the Marketing Model;
    • Chapter - 02: The Marketing Model;
    • Chapter - 01: What is marketing?;
  • Section - ONE: Definitions, purpose and process;
    • Chapter - 30: The marketing health check;
    • Chapter - 31: Getting further help


This really makes marketing happen - congratulations!
Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management

All marketing lecturers find your book most useful - it is replacing Kotler on both the strategic and tactical parts of our courses.
Mats Engström, IHM Business School, Sweden


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Book Details

  • EAN: 9780749442989
  • Edition: 2
  • Published: 3rd December 2005
  • Paperback
  • Format: 246x189
  • 400 pages

About the Author

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, specialty chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page.

Peter Cheverton