Cim Coursebooks 2002-2003 Marketing Fundamentals - Brossura

Lancaster, Geoffrey; Withey, Frank; Ashford, Ruth

Brossura

ISBN 10: 0750657022 ISBN 13: 9780750657020

Casa editrice: Butterworth-Heinemann, 2002

Riassunto

Butterworth-Heinemann's 2002-2003 CIM Coursebook series offers you the complete package for exam success. Comprising the fully updated coursebook texts and free online access to the MarketingOnline learning interface, it offers everything you need to keep you on course!


THE COURSEBOOK:

· Co-written by the CIM Senior Examiner for the Marketing Fundamentals module
· CIM approved content for this year's course
· Approved by the CIM Chief Examiner
· Fully revised and updated to fit in with the new CIM syllabus

Carefully structured to link information directly to the CIM syllabus, each coursebook text is crammed with a range of cases, questions, activities, definitions and study tips to support and test your understanding of the theory.


Each coursebook includes access to MARKETINGONLINE, where you can:

* Annotate, customise and create personally tailored notes using the electronic version of the coursebook
* Receive regular tutorials on key topics
* Search the coursebook online for easy access to definitions and key concepts

Definitive coursebook co-written by the CIM Senior Examiner for the Marketing Fundamentals module to guide you through the 2002-2003 syllabusPlus FREE online revision and course support from www.marketingonline.co.ukCustomise your learning, extend your knowledge and prepare for those examinations with this complete package for course success

Su questo libro

L'autore

Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.

Contenuti

Preface; The development of marketing and marketing orientation objectives; Marketing planning and budgeting; The marketing mix: product; The marketing mix: new product development and portfolio management; The marketing mix: price; The marketing mix: place; The marketing mix: promotion; The marketing mix: Service and customer care; Marketing in context; Appendices - Guidance on exam preparation; Answers and debriefings; Curriculum information.

Dettagli dell'edizione

• Editore: Butterworth-Heinemann
• Data di pubblicazione: 2002
• Lingua: Inglese
• ISBN 10: 0750657022
• ISBN 13: 9780750657020
• Rilegatura: Copertina flessibile
• Numero di pagine: 320
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile