Table of Contents

• Section - ONE: Definitions, purpose and process;
• • Chapter - 01: What is marketing?;
  • Chapter - 02: The Marketing Model;
  • Chapter - 03: Issues raised by the Marketing Model;
  • Chapter - 04: In search of ‘good marketing’;
  • Chapter - 05: The marketing process;
  • Chapter - 06: Writing the marketing plan;
• Section - TWO: The strategic market audit;
• • Chapter - 07: Market research;
  • Chapter - 08: Chakravati’s piano, or, why you need market research…;
  • Chapter - 09: The strategic audit;
  • Chapter - 10: The CONNECT Inc case study;
• Section - THREE: Strategic positioning;
• • Chapter - 11: Vision and objectives;
  • Chapter - 12: How will we grow?;
  • Chapter - 13: How will we compete?;
  • Chapter - 14: What will drive us?;
  • Chapter - 15: Who will we serve?;
  • Chapter - 16: Branding;
• Section - FOUR: Delivering the value;
• • Chapter - 17: The segment audit;
  • Chapter - 18: The value proposition;
  • Chapter - 19: Relationship management;
  • Chapter - 20: Brand management;
  • Chapter - 21: Functional alignment;
  • Chapter - 22: Portfolio management;
• Section - FIVE: The tactical mix;
• • Chapter - 23: The tactical audit;
  • Chapter - 24: The four P’s…or the four C’s?;
  • Chapter - 25: Product;
  • Chapter - 26: Place;
  • Chapter - 27: Promotion;
  • Chapter - 28: Price;
  • Chapter - 29: The Ambient Ltd case study;
• Section - SIX: Making it happen;
• • Chapter - 30: The marketing health check;
  • Chapter - 31: Getting further help

Promotional Information

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

About the Author

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in FMCG, financial services, pharmaceuticals, specialty chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page.

Reviews

"This really makes marketing happen - congratulations!"
*Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management*

"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*