CIM Coursebook: The Marketing Planning Process

CIM Coursebook: The Marketing Planning Process

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Butterworth-Heinemanna€™s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.a€™ Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing a€˜Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.a€™ Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemanna€™s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. a€cThe coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). a€cEach book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. a€cPast examination papers and examinersa€™ reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. a€cExtensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE aid the selection process (Jobber, 2007) identified four key factors critical to the process (Table 11.4). Table 11.4 Positioning Factors Credence Attributes used by the organisation to position the product must be credible, e.g. the BMW 3 Series Coupe with sports suspension offers ... perceived overall quality in this case, but a range of other attributes such as service standards or reliability could haveanbsp;...

Title:CIM Coursebook: The Marketing Planning Process
Author:Ray Donnelly, Graham Harrison
Publisher:Routledge - 2010-09-08


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