Key marketing skills : a complete action kit of strategies, tools & techniques for marketing success

This work 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.

The book and free CD ROM provide 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, the 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.

The free CD ROM offers 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.