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

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.