Key Marketing Skills: A Complete Action Kit of Strategies, Tools & Techniques for Marketing Success

Cheverton, Peter

ISBN 10 : 0749433558 ISBN 13 : 9780749433550

Editeur : Kogan Page Ltd, 2000

Synopsis

This work contains information, advice and guidance on the marketing issues of the moment, including key account management, CRM, and the impact on marketing of the e-revolution. The book and free CD ROM provide an "action kit" for application to any business circumstance, whether it is in a consumer, business to business, industrial or service environment. Using live examples of good and bad marketing practice to provide insights and warnings, the book covers: how to conduct a market audit; developing a marketing strategy; writing a marketing plan; segmenting your market; marketing and the e-revolution; strategies in the marketing mix; customer relationship marketing; delivering value. The free CD ROM offers a ready to use Directional Policy Matrix (DPM), the INSIGHT Marketing Planning template, interactive exercises, case studies and a presentation pack of tools and models.

A propos du livre

À propos de l'auteur

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, speciality chemicals and IT. He is also the author of Key Account Management, published by Kogan Page

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0749433558
• ISBN 13: 9780749433550
• Reliure: DVD-Rom
• Nombre de pages: 384
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible