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Innovation and Best Practice
for Business Success

Established 1967

Key Marketing Skills

Key Marketing Skills

Strategies, Tools and Techniques for Marketing Success

Peter Cheverton


Key Marketing Skills is a practical, actionable guide that shows how to apply marketing strategies in a real-world context.

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About the book

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 Engström, 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.

Table Of Contents

  • Section - ONE: Definitions, purpose and process;
    • Chapter - 01: What is marketing?;
    • Chapter - 02: The Marketing Model;
    • Chapter - 03: Issues raised by the Marketing Model;
    • Chapter - 04: In search of ‘good marketing’;
    • Chapter - 05: The marketing process;
    • Chapter - 06: Writing the marketing plan;
  • Section - TWO: The strategic market audit;
    • Chapter - 07: Market research;
    • Chapter - 08: Chakravati’s piano, or, why you need market research…;
    • Chapter - 09: The strategic audit;
    • Chapter - 10: The CONNECT Inc case study;
  • Section - THREE: Strategic positioning;
    • Chapter - 11: Vision and objectives;
    • Chapter - 12: How will we grow?;
    • Chapter - 13: How will we compete?;
    • Chapter - 14: What will drive us?;
    • Chapter - 15: Who will we serve?;
    • Chapter - 16: Branding;
  • Section - FOUR: Delivering the value;
    • Chapter - 17: The segment audit;
    • Chapter - 18: The value proposition;
    • Chapter - 19: Relationship management;
    • Chapter - 20: Brand management;
    • 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 - 30: The marketing health check;
    • Chapter - 31: Getting further help


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Book Details

  • EAN: 9780749442989
  • Edition: 2
  • Published: 3rd October 2004
  • Paperback
  • Dimensions: 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, speciality 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