Download or read book Key Marketing Skills written by Peter Cheverton and published by Kogan Page Publishers. This book was released on 2000 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: This manual offers information on particular marketing topics for professionals who are new to the marketing arena. The information is backed up with examples of good and bad marketing practice. There are numerous case studies in each chapter and the accompanying CD-ROM allows the reader to formulate an action plan for their own organization, and make use of questions and answers to facilitate learning.