Key Marketing Skills

A complete action kit for turning marketing strategy into marketing reality. 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 [...]
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A complete action kit for turning marketing strategy into marketing reality. 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 througout 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.