The marketing customer interface

著者

    • Phipps, Rosemary
    • Simmons, Craig

書誌事項

The marketing customer interface

Rosemary Phipps and Craig Simmons

（The official CIM coursebook）

Butterworth-Heinemann, 2001-

  • 2001-2002
  • 2002-2003

タイトル別名

The marketing customer interface : 2001 advanced certificate syllabus

大学図書館所蔵 件 / 全5件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

巻冊次

2001-2002 ISBN 9780750653077

内容説明

"Marketing Environment 2001-2002" is a specifically tailored coursebook for students undertaking the Marketing Customer Interface module of the CIM Advanced Certificate. Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. The new edition of this text contains: a firmly international perspective; new material to cover e-marketing issues; new and up to date examples and case studies to illustrate the theory; additional text references and website references; and preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers. Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course. It is written by the CIM Senior Examiner for the Marketing Environment module completely revised and updated to fit in with CIM Marketing Environment syllabus officially endorsed by the CIM approved by the CIM Chief Examiner. .

目次

  • Macro and micro-environmental forces driving change
  • Market segmentation: classifying customers for competitive advantage
  • The individual, the group and the organization as customer
  • Modelling customer behaviour, attitudes and dynamics
  • The basic principles of investigative market research
  • Quantitative and qualitative methodologies for investigating customer dynamics
  • Strategy and methods to produce customer focused behaviour
  • Additional techniques for mobilizing performance
  • Innovation and the culture of continuous improvement
  • Relationship marketing
  • Other operational aspects of achieving a customer focus
  • Trends in customer behaviour and expectation and e-commerce
  • Guidance on the examination preparation
  • Appendices.
巻冊次

2002-2003 ISBN 9780750657044

内容説明

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: * 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

目次

  • Preface
  • Macro and micro-environmental forces driving change
  • Strategy and methods to produce customer-focused behavious
  • Other techniques for mobilising performance
  • Relationship marketing
  • Innovation and the culture of continuous improvement
  • Other operational aspects of achieving a customer focus
  • The individual, the group and the organization as a customer
  • Modelling customer behaviour, attitudes and dynamics
  • Market segmentation - classifying customers for competitive advantage
  • The basic principles of investigative market research
  • Quantitative and qualitative methodologies for investigating customer dynamics
  • trends in customer behaviour and expectation and e-commerce
  • Appendices - Guidance on Exam Preparation
  • Answers and debriefings
  • Curriculum information.

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