Marketing operations
著者
書誌事項
Marketing operations
（The official CIM coursebook）
Butterworth-Heinemann, 2001-
- 2001-2002
- 2002-2003
- タイトル別名
-
Marketing operations : advanced certificate syllabus
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-
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
2001-2002 ISBN 9780750653107
内容説明
'Marketing Operations 2001-2002' is a specifically tailored coursebook for students undertaking the Marketing Operations 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, relationship marketing, CRM and Knowledge Management, B2B marketing and not-for-profit marketing
* new and up to date examples and case studies to illustrate the theory
* additional text references and website references
* 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.
目次
- Introduction
- The marketing audit
- Planning, implementation and control
- Theories of communications
- Promotional operations
- Product operations
- Price operations
- Place operations
- Managing marketing relationships
- Industrial, B2B and services marketing
- Charity and not for profit marketing
- International marketing
- Guidance on the examination preparation
- 巻冊次
-
2002-2003 ISBN 9780750657075
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 contains CIM approved content for this year's course. It is approved by the CIM Chief Examiner. It contains 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; and, search the coursebook online for easy access to definitions and key concepts. This is a definitive coursebook written by an expert educator to guide you through the 2002-2003 syllabus.
目次
- Preface
- Introduction
- The marketing audit
- Marketing planning, implementation and control
- Theories of communication
- Promotional operations
- Product operations
- Price operations
- Place promotions
- Managing marketing relationships
- Industrial / business-to-business and services marketing
- Charity and not-for-profit marketing
- International marketing
- Appendices - Guidance on examination preparations
- Answers and debriefings
- Curriculum Information.
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