This is a practical guide to the concepts, processes and application of professional marketing practice. Written by a practitioner for practitioners, it uses real case studies to illusrate the theories described. The tools and processes outlined are applicable to consumer goods, retail, industrial, business and service environments. Marketing is viewed as a core element of corporate strategy. Emphasis is placed on the need to keep pace with changing business practices, including the e-rvolution, Key Account Management and customer relationship Management, while maintaining a disciplined approach. Key Marketing Skills is used on both the strategic and tactical parts of marketing courses. It also assists practitioners-whether new or experienced - and informs those from the non-marketing functions of businesses.