Strategic Marketing in Practice 2007-2008

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Routledge, 2007 - Business & Economics - 333 pages
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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.

* Written specially for the Strtegic Marketing in Practice module by the Senior Examiner
* The only coursebook fully endorsed by CIM
* Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam
 

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Contents

Introduction
1
What is meant by case study analysis?
15
Understanding the direction and management of marketing activities
30
Contemporary issues in marketing
50
Effective customer orientation
124
The examination
142
Case study
152
Appendices
254
Index
331
Copyright

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About the author (2007)

Ranchhod is CIM Senior Examiner, Analysis and Decision module, and Senior Lecturer, Southhampton Institute.

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