Customer Communications, 2007-2008

Front Cover
Routledge, 2007 - Business & Economics - 331 pages
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 Customer Communication 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.

*Written specially for the Customer Communications module by the Level Verifier
* The only coursebook fully endorsed by CIM
* Crammed with a range of learning objectives, cases, questions and activities to test your understanding of the theory
 

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Contents

Unit 1 Introduction to customer communications
1
Unit 2 Buying behaviour
21
Unit 3 The communication process
41
Unit 4 Verbal communications theory and methods
61
Unit 5 Written communication formats
91
Unit 6 Using statistical data and visual information
119
Unit 7 The promotional mix belowtheline
139
Unit 8 The promotional mix abovetheline
177
Unit 9 The role of information communication technology in customer communications
207
Unit 10 Customer service and customer care
227
Appendices
245
Index
329
Copyright

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