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, SwedenNot 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 auditbuild your marketing strategyprepare a robust marketing plandevelop a unique value propositionbuild alignment throughout the supply chainimplement your plan through the marketing mixExtensively 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. Free online resources contain the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.