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

Not just another introduction to marketing, ' "Key Marketing Skills" 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. This book and free CD ROM provides 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, this 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. Includes a FREE CD ROM with 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.