Marketing in practice

著者

書誌事項

Marketing in practice

Gill Kelley and Mike Hyde

（The official CIM coursebook）

Butterworth-Heinemann, 2002

  • 2002-2003

タイトル別名

Marketing in practice : 2002 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

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! This coursebook is co-written by the CIM Senior Examiner for the Marketing in Practice module, containing CIM approved content for this year's course. It is approved by the CIM Chief Examiner. It is 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; and, search the coursebook online for easy access to definitions and key concepts. This is a definitive coursebook co-written by the CIM Senior Examiner for the Marketing in Practice module to guide you through the 2002-2003 syllabus.

目次

  • Preface
  • Marketing in practice - an overview
  • Gathering information from inside and outside the organization
  • Assembling and presenting information
  • Gathering and analysing financial and numerical information
  • Making contacts for marketing
  • Practical networking skills
  • Planning events
  • Marketing activities and events - exploring their diversity and application
  • Co-ordinating the promotional effort
  • Co-ordinating the marketing mix
  • Introduction to budgeting
  • Calculations in the examination
  • Appendices - Guidance on examination preparation
  • Answers and Debriefings
  • Curriculum Information.

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