Marketing fundamentals
著者
書誌事項
Marketing fundamentals
（The official CIM coursebook）
Butterworth-Heinemann, 2001-
- 2001-2002
- 2002-2003
- タイトル別名
-
Marketing fundamentals : 2001 certificate syllabus
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注記
"Published on behalf of the Chartered Institute of Marketing"
Includes index
内容説明・目次
- 巻冊次
-
2001-2002 ISBN 9780750653053
内容説明
This text is a coursebook tailored specifically for students undertaking the Marketing Fundamentals module of the CIM Certificate. Co-written by the CIM Senior Examiner for the Marketing Fundamentals module, the book is completely revised and updated to fit in with the syllabus, and is officially endorsed by the CIM and approved by the CIM Chief Examiner. 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.
目次
- The marketing culture
- Tools of marketing
- marketing research
- analysing and understanding buyer behaviour
- Tools of marketing
- product
- Tools of marketing
- portfolio management and new product development
- Tools of marketing
- price
- Tools of marketing
- place
- Tools of marketing
- promotion
- Combining marketing mix
- Customer care
- Technological advances in marketing fundamentals
- Marketing fundamentals
- the examination
- 巻冊次
-
2002-2003 ISBN 9780750657020
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: Co-written by the CIM Senior Examiner for the Marketing Fundamentals module CIM approved content for this year's course Approved by the CIM Chief Examiner Fully revised and updated to fit in with the new CIM syllabus 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
- The development of marketing and marketing orientation objectives
- Marketing planning and budgeting
- The marketing mix: product
- The marketing mix: new product development and portfolio management
- The marketing mix: price
- The marketing mix: place
- The marketing mix: promotion
- The marketing mix: Service and customer care
- Marketing in context
- Appendices - Guidance on exam preparation
- Answers and debriefings
- Curriculum information.
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