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Key Marketing Skills: A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success - Softcover

CHEVERTON, Peter

 
9780749442989: Key Marketing Skills: A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success
Softcover
ISBN 10: 0749442980 ISBN 13: 9780749442989
Verlag: Kogan Page, 2004

Inhaltsangabe

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 Engstrom, 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.

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Über die Autorin bzw. den Autor

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, specialty chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page.

Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.

PART I DEFINITIONS, PURPOSE AND PROCESS



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

PART II THE STRATEGIC MARKET AUDIT

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

PART III STRATEGIC POSITIONING

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

PART IV DELIVERING THE VALUE

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

PART V THE TACTICAL MIX

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

PART VI MAKING IT HAPPEN

30 The marketing health check

31 Getting further help

Application tools; Training opportunities; On-the-job experience; Further reading

Index

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Verlag
Kogan Page
Erscheinungsdatum
2004
Sprache
Englisch
ISBN 10 
0749442980
ISBN 13 
9780749442989
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
400
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar