This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues:
**
Review
"Practical tips and a useful chapter on brand management." Media Week "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 Engstrom, IHM Business School, Sweden "This practical book offers advice on conducting a strategic market audit, defining marketing objectives, identifying market segments, analyzing the value chain, promoting a brand, and determining price." America Online, Kogan Page USA "Takes a comprehensive look at the differing types of marketing approaches, how they would work with certain brands and discusses how best to implement them depending on the type of product, organisation, and market environment." Export Guide "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 Engstrom, IHM Business School, Sweden
About the Author
Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).
Description:
This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues:
**
Review
"Practical tips and a useful chapter on brand management." Media Week "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 Engstrom, IHM Business School, Sweden "This practical book offers advice on conducting a strategic market audit, defining marketing objectives, identifying market segments, analyzing the value chain, promoting a brand, and determining price." America Online, Kogan Page USA "Takes a comprehensive look at the differing types of marketing approaches, how they would work with certain brands and discusses how best to implement them depending on the type of product, organisation, and market environment." Export Guide "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 Engstrom, IHM Business School, Sweden
About the Author
Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).