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Key Marketing Skills 2 : Strategies, Tools and Techniques for Marketing Success.

Author: Peter Cheverton
Publisher: London : Kogan Page, 2004.
Edition/Format:   eBook : Document : English
Summary:
Fully interactive, this toolkit contains numerous case studies and a CD-ROM that allows students to formulate an action plan for any organization that requires marketing. Aimed at students, the kit should also help those wanting to review their knowledge.
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Peter Cheverton
ISBN: 9780749447151 074944715X
OCLC Number: 437144845
Description: 1 online resource (401 pages)
Contents: Contents; Foreword to the first edition; Preface to the second edition; Preface to the first edition; Acknowledgements; 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; 7 Market research; 8 Chakravati's piano, or, why you need market research ... ; 9 The strategic audit; 10 The CONNECT Inc case study; 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; 17 The segment audit. 18 The value proposition19 Relationship management; 20 Brand management; 21 Functional alignment; 22 Portfolio management; 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; 30 The marketing health check; 31 Getting further help; Index.

Abstract:

Fully interactive, this toolkit contains numerous case studies and a CD-ROM that allows students to formulate an action plan for any organization that requires marketing. Aimed at students, the kit should also help those wanting to review their knowledge.

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