Key Marketing Skills by Peter Cheverton

By Peter Cheverton

This can be a fresh variation that makes a speciality of the sensible matters confronted by means of modern-day advertising execs. it really is really approximately turning process into motion and offers solutions to key advertising matters.

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By Peter Cheverton

This can be a fresh variation that makes a speciality of the sensible matters confronted by means of modern-day advertising execs. it really is really approximately turning process into motion and offers solutions to key advertising matters.

Show description

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Extra info for Key Marketing Skills

Sample text

A match made in hell? What the environment does in fact is expose any shortcomings in the match. The low-cost, low-price airline has been a feature of the travel 25 Definitions, purpose and process market ever since Laker, but there have been more failures, often spectacular ones, than successes. And yet the idea seems such an obvious one. It’s a good premise, taking a leaf out of Henry Ford’s book. Ford reckoned that if he could get the price of a car down below $500 he would be able to sell millions, a rather different premise from the idea that if he could sell enough cars the price would come down.

Nor is it a separate entity from the stages that went before and led up to it: research, analysis and planning. Implementation feeds the next round of research, analysis and planning, through the process of reviewing its effectiveness. This review is not a one-off assessment at the end of the year or end of the campaign period, but a continuous monitoring of progress measured against the objectives and performance standards established in the original plan. Disciplined monitoring and review are the oil that allows the marketing process to proceed as a continuous flow rather than a series of lurches forward (the new plan) and staggers backward (the realization that another new plan is needed).

Isn’t this the sort of idea that sees people handing out awards for ‘Best TV ad of the year’ for an ad supporting a product that nobody remembers and nobody buys? Well, no it isn’t, and before I justify the comment, let’s just challenge the notion of results being the acid test. 28 In search of ‘good marketing’ Not all business success stories are down to good marketing. Some, if only the winners were honest enough to admit it, are down to the marketing ineptitude of the losing competitors. Decidedly average marketing has been known to win when facing resolutely incompetent marketing!

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