Praise and Reviews qThis really makes marketing happen - congratulations!q - Professor Malcolm McDonald qAll marketing lecturers find your book most useful - it is replacing Kotler on both the strategic and tactical parts of our courses.q -Mats EngstrApm, 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 - mplement 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. These can be downloaded at http://tinyurl.com/bpvkgbbUsing someone elsea#39;s template for your marketing plan is not usually a good idea . It leads to the box-ticking approach: ... contents, and a logical flow, but feel free to change it, as radically as you like, to fit your own requirements. ... Bullet points are fine a this is an action plan, not an exercise in purple prose. PowerPoint is ... Excel-based plans turn out to be a#39;the budgeta#39;, which is not the same thing at all.
|Title||:||Key Marketing Skills|
|Publisher||:||Kogan Page Publishers - 2005-12-03|