Cim Coursebooks 2002-2003 Strategic Marketing Management: Planning and Control - Brossura

Meek, Helen; Ensor, John; Meek, Richard

Brossura

ISBN 10: 0750657103 ISBN 13: 9780750657105

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 Strategic Marketing Management module
* CIM approved content for this year's course
* Approved by the CIM Chief Examiner
* Updated material and cases to keep you up to speed with the latest developments

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 Strategic Marketing Management 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

John is Head of the School of Marketing and Tourism at Napier University Business School, Edinburgh. John has an MBA from Cranfield Business School, is a Fellow and has Chartered Status of the Institute of Marketing. Apart from this academic background he has considerable business experience in the retail sector. He has undertaken consultancy and led training programmes in a wide range of organisations both in the public and private sector. John's main research interests lie in the area of creativity and innovation in knowledge based service industries.

Contenuti

Preface; Market-led planning and the strategic marketing process; External analysis; Internal analysis - assessing corporate capabilities; Auditing tools; Financial analysis and techniques for developing a view of the future; Strategic intent; Creating strategic advantage; Developing a specific competitive position; Appendices - Guidance on examination preparation; Answers and debriefings; Curriculum information.

Dettagli dell?edizione

• Editore: Butterworth-Heinemann
• Data di pubblicazione: 2002
• Lingua: Inglese
• ISBN 10: 0750657103
• ISBN 13: 9780750657105
• Rilegatura: Copertina flessibile
• Numero di pagine: 288
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile