Key Marketing Skills: A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success - Softcover

CHEVERTON, Peter

Softcover

ISBN 10: 0749442980 ISBN 13: 9780749442989

Verlag: Kogan Page, 2004

Inhaltsangabe

Book by Cheverton Peter

Über diesen Titel

Críticas:

"This really makes marketing happen - congratulations!" (Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management 2005-12-04)

"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 2005-12-04)

Reseña del editor:

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.

Über diese Auflage

• Verlag: Kogan Page
• Erscheinungsdatum: 2004
• ISBN 10: 0749442980
• ISBN 13: 9780749442989
• Einband: Tapa blanda
• Auflage: 2
• Anzahl der Seiten: 400