Key Marketing Skills - Strategies, Tools and Techniques for Marketing Success (Paperback, 2nd Revised edition)

Key Marketing Skills is not just another "introduction to marketing": it is a practical guide that provides professionals and students with vital information on successfully applying marketing strategies. Containing many new and improved chapters, numerous updated case studies for each chapter, and a CD-ROM including a "marketing health check" questionnaire, the book is also an in-depth study of all areas of marketing. Subjects covered include: the planning process; relationship management; working with agencies; financial considerations; and brand management.