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Key Marketing Skills

Key Marketing Skills Business, Finance & Career

Key Marketing Skills

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Description
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.
Product details
Binding:
Paperback
Edition:
2
Number of Pages:
400
Release Date:
2004-01-10
Publication Date:
2004-10-26
Publisher:
Kogan Page
Languages:
Original: English
ISBN10:
0749442980
ISBN13:
9780749442989
GPSR Manufacturer Reference:
[email protected]
Weight:
775 g
Height:
189 cm
Width:
246 cm
Thickness:
22 cm
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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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