Key Marketing Skills

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Januar 2004



Praise and Reviews

"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 Engström, IHM Business School, Sweden

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 throughout 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. 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, this book will provide all the necessary tools and guidance to make marketing happen. Free online resources contain the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.



1 What is marketing?
What the public thinks; So what do you think?

2 The Marketing Model
Testing the model

3 Issues raised by the Marketing Model
What business are you in? Are you product led or market led?; Should your activities be for the benefit of your own business, the customer or the market?; Which side should you be working on: changing capabilities or influencing needs?; Should fmcg marketers be more concerned with the right side, and B2B marketers with the left?; Is it market needs or consumer needs? The concept of the market chain; Is profitability the automatic consequence of a good match?; How far ahead must you be looking?

4 In search of ‘good marketing’
Good marketing and reading the signals; Good marketing and providing value; Going beyond ‘good marketing’; Consumer, business to business, or service?

5 The marketing process
The marketing plan; The market audit: information and analysis; The sanity check; Implementation and review; The ‘three-stage’ process

6 Writing the marketing plan
Why write a plan?; The planning cascade; The planning horizon; The template; Ten tips on writing the marketing plan


7 Market research
Research and decisions; Types of research; Focusing your data needs; Commissioning your own research; Act of faith?

8 Chakravati’s piano, or, why you need market research…

9 The strategic audit
Analytical tools and decisions; PESTLE analysis; Market mapping; Michael Porter’s ‘five forces’ analysis; The SWOT analysis; The Directional Policy Matrix (DPM)

10 The CONNECT Inc case study
The company background; Sales organization; The new market; The new sales team; The ‘unknown’ market; Targets and forecasts; The business in 1992; The marketing review; Case study questions


11 Vision and objectives
Managing the future; Vision: the mission statement; Marketing objectives; The financial imperatives

12 How will we grow?
The Ansoff matrix and risk; Gap analysis

13 How will we compete?
Porter’s choices

14 What will drive us?
Value drivers; Push or pull strategies; Asset management; Summary

15 Who will we serve?
Segmentation; Why segment? The strategic options; Benefits of segmentation; The segmentation process; Step 1: Identifying the criteria for segmentation; Step 2: Targeting -- the selection of segments; Step 3: Positioning; Segmentation and market research

16 Branding
Brand architecture: putting it all together; Brand positioning: a place in mind , Valuing the brand


17 The segment audit
Delivering the value; Defining value; Segment audit tools; Value chain analysis; The total business experience , Shared future analysis

18 The value proposition
Making a positive impact; Some hints on using the process

19 Relationship management
The market-focused structure; Key account management (KAM); Customer classification and distinction; Customer service; Customer relationship management (CRM)

20 Brand management
The history of delivering value; The brand relationship; Building positive associations: moments of truth; Brand extension; The learning brand

21 Functional alignment
The supply chain; The capability audit

22 Portfolio management
The challenge; The Boston Box; The Directional Policy Matrix


23 The tactical audit
Customer satisfaction surveys; Tracking of promotional spend effectiveness

24 The four P’s… or the four C’s?

25 Product
The commodity; Added value; Product life cycles

26 Place
Channels of supply; Channel management; Logistics and supply chain management; Marketing and sales

27 Promotion
The purpose of promotion; The campaign and the communication; The effective communication; The choice of media: pros and cons; Selecting and briefing an agency
28 Price
Why price matters; Setting the price: four generic methods; Competitive pricing strategies; Open book trading; A pricing self-assessment

29 The Ambient Ltd case study


30 The marketing health check

31 Getting further help
Application tools; Training opportunities; On-the-job experience; Further reading



Peter Cheverton


“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 Engström, 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 Engström, IHM Business School, Sweden
EAN: 9780749442989
ISBN: 0749442980
Untertitel: Paperback. Sprache: Englisch.
Verlag: Kogan Page
Erscheinungsdatum: Januar 2004
Seitenanzahl: 402 Seiten
Format: kartoniert
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