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Key Marketing Skills : Strategies, Tools and Techniques for Marketing Success - Peter Cheverton
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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 Engstrm, 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. business,business and finance,business and investing,economics,marketing,marketing and sales,textbooks Marketing & Sales, Kogan Page, Limited

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2nd Revised Edition 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. Bücher / Fremdsprachige Bücher / Englische Bücher 978-0-7494-4298-9, Kogan Page

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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. 2nd Revised Edition Buch (fremdspr.) Bücher>Fremdsprachige Bücher>Englische Bücher, Kogan Page

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

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2004, ISBN: 0749442980

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Kartoniert / Broschiert Absatz / Marketing, Marketing, Vermarktung, BUSINESS & ECONOMICS / Marketing / General, mit Schutzumschlag neu, [PU:Kogan Page]

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Details zum Buch
Key Marketing Skills

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. The free CD ROM contains the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.

Detailangaben zum Buch - Key Marketing Skills


EAN (ISBN-13): 9780749442989
ISBN (ISBN-10): 0749442980
Gebundene Ausgabe
Taschenbuch
Erscheinungsjahr: 2004
Herausgeber: Kogan Page
400 Seiten
Gewicht: 0,829 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 20.11.2007 14:46:07
Buch zuletzt gefunden am 03.01.2018 10:39:45
ISBN/EAN: 9780749442989

ISBN - alternative Schreibweisen:
0-7494-4298-0, 978-0-7494-4298-9


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