Auteur: Cheverton, Peter
Editeur: Kogan Page
Publication: 2004
Edition n°:
ISBN: 978-0-7494-4298-9
e-ISBN:
 
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Key Marketing Skills is a practical, actionable guide that shows how to apply marketing strategies in a real-world context.

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.
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