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Key Marketing Skills

Strategies, Tools and Techniques for Marketing Success

Understand how to apply marketing strategies in a real-world context with this practical and actionable, hands-on guide.
EAN: 9780749442989
Edition: 2
Published:
Format: 246x189
400 pages

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.

About the authors

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.