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.
- ISBN10 074944715X
- ISBN13 9780749447151
- Publish Date 3 December 2005 (first published 3 October 2004)
- Publish Status Permanently Withdrawn
- Out of Print 23 February 2024
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 2nd Revised edition
- Format eBook (EPUB)
- Pages 400
- Language English