Key Marketing Skills (With CD-Rom)

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This is a practical guide to the concepts, processes and application of professional marketing practice. Written by a practitioner for practitioners, it uses real case studies to illustrate the theories described. The tools and processes outlined are applicable to consumer goods, retail, industrial, business and service environments. Marketing is viewed as core element of corporate strategy. Emphasis is placed on the need to keep pace with changing business practices, including the e-revolution, Key Account Management and Customer Relationship Management, while maintaining a disciplined approach. Key Marketing Skills is used on both thestrategic and tactical parts of marketing courses. It also assists practitioners – whether new or experienced – and informs those from the ‘non-marketing functions’ of businesses. The author is a director of an international training and consultancy firm; and the author two other books on marketing. Table of Contents PART I - DEFINITIONS, PURPOSE AND PROCESS What is marketing? The Marketing Model Issues raised by the Marketing Model In search of ‘good marketing’ The marketing process Writing the marketing plan PART II - THE STRATEGIC MARKET AUDIT Market research Chakravati’s piano, or, why you need market research... The strategic audit The CONNECT Inc case study PART III - STRATEGIC POSITIONING Vision and objectives How will we grow? How will we compete? What will drive us? Who will we serve? Branding PART IV - DELIVERING THE VALUE The segment audit The value proposition Relationship management Brand management Functional alignment Portfolio management PART V - THE TACTICAL MIX The tactical audit The four P’s... or the four C’s? Product Place Promotion PART VI - MAKING IT HAPPEN The marketing health check Getting further help