CIM Coursebook 06/07 Marketing Fundamentals

Front Cover
Routledge, Jul 11, 2007 - Business & Economics - 394 pages
Elsevier/Butterworth-Heinemann’s 2006-2007 Official CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually and independently reviewed. The only coursebooks recomended by CIM include free online access to the MarketingOnline learning interface offering everything you need to study for your CIM qualification.

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, where you can:

*Annotate, customise and create personally tailored notes using the electronic version of the Coursebook

*Search the Coursebook online for easy access to definitions and key concepts

*Access the glossary for a comprehensive list of marketing terms and their meanings
 

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Contents

Unit 1 The development of marketing and marketing orientation
1
Unit 2 Marketing planning and budgeting
40
overview and issues
74
product
87
price
133
place
157
promotion
176
people service customer care and customer relationship management CRM
220
further and future issues integrating the marketing mix
252
Appendices
300
Index
378
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