Key marketing skills : strategies, tools, and techniques for marketing success [printed text] / Peter Cheverton, Author  . -  2nd Edition . - London : Kogan Page, 2004 . - xiii, 383 p. : ill. (b & w) ; 25 cm. + + 1 CD-ROM (4 3/4 in.).
ISBN : 978-0-7494-4298-9

Class number:	658.8
Abstract:	This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues.
Contents note:	Part I: Definitions, Purpose and Process 1. What is marketing?; 2. The Marketing Model; 3. Issues raised by the Marketing Model; 4. In search of 'good marketing'; 5. The marketing process; 6. Writing the marketing plan Part II: The Strategic Market Audit 7. Market research; 8. Chakravati's piano, or, why you need market research...; 9. The strategic audit; 10. The CONNECT Inc case study Part III: Strategic Positioning 11. Vision and objectives; 12. How will we grow?; 13. How will we compete?; 14. What will drive us?; 15. Who will we serve?; 16. Branding Part IV: Delivering The Value 17. The segment audit; 18. The value proposition; 19. Relationship management; 20. Brand management; 21. Functional alignment; 22. Portfolio management Part V: The Tactical Mix 23. The tactical audit; 24. The four P's... or the four C's?; 25. Product; 26. Place; 27. Promotion; 28. Price; 29. The Ambient Ltd case study Part VI: Making It Happen 30. The marketing health check; 31. Getting further help