Key marketing skills : strategies, tools, and techniques for marketing success / Peter Cheverton ; [...
Key marketing skills : strategies, tools, and techniques for marketing success / Peter Cheverton ; [...
Key marketing skills : strategies, tools, and techniques for marketing success / Peter Cheverton ; [foreword by Malcolm McDonald].
About this item
Full title
Author / Creator
Publisher
London ; Sterling, VA : Kogan Page, 2004.
Date
2004.
Call Numbers
N658.8/397 DISC
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
xiii, 383 p. : ill. ; 25 cm. + 1 CD-ROM (4 3/4 in.)
Contents
1. What is marketing? -- 2. The marketing model -- 3. Issues raised by the marketing model -- 4. In search of 'good marketing' -- 5. The marketing process -- 6. Writing the marketing plan -- 7. Market research -- 8. Chakravati's piano, or, why, you need market research... -- 9. The strategic audit -...
Publication information
Publisher
London ; Sterling, VA : Kogan Page, 2004.
Edition
2nd ed.
Place of Publication
England
Date Published
2004.
Subjects
More information
Scope and Contents
Summary
"Key Marketing Skills is a practical, actionable guide that shows how to apply marketing strategies in a real-world context." "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...
Alternative Titles
Full title
Key marketing skills : strategies, tools, and techniques for marketing success / Peter Cheverton ; [foreword by Malcolm McDonald].
Authors, Artists and Contributors
Author / Creator
Notes
General note
Includes index.
Contextual Information
Other version (online)
Identifiers
Primary Identifiers
Call Numbers
N658.8/397 DISC
Record Identifier
74VKPvRAQgvA
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VKPvRAQgvA
Other Identifiers
ISBN
0749442980
9780749442989
DDC
658.8
MMS ID
991019566379702626
