CIM Coursebook 07/08 Analysis and Evaluation

Front Cover
Routledge, Jun 25, 2012 - Business & Economics - 288 pages
0 Reviews
BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory.
The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies.
Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Introduction to analysis and evaluation
1
Evaluating performance marketing metrics
38
Brand valuation
58
Auditing marketing activities
75
Evaluating performance financial measures
103
Analysing the external environment
131
Analysing the internal environment
157
Characteristics of the global marketplace
178
Defining competitive advantage
201
Appendices
218
Index
267
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information