Overview

Butterworth-Heinemann‘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. Professor Keith Fletcher, Director of Education, The Chartered Institute of MarketingHere 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. Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann‘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.The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing).Each 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.Past examination papers and examiners reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time.Extensive online materials support students and tutors at every stage.

Full Product Details

Author:   Ray Donnelly ,  Colin Linton
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.690kg
ISBN:  

9781138440968

ISBN 10:   1138440965
Pages:   288
Publication Date:   07 July 2017
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Product Proposition and Brand Management; Chapter 1 New Product Development and Positioning; Chapter 2 Managing and Developing an Organisation’s Product Portfolio; Chapter 3 The Role of Branding and Branding Strategies; Chapter 4 Pricing, Pricing Concepts and Price Setting; Channel Management; Chapter 5 Channel Management, Distribution Strategies and Control; Chapter 6 Intermediaries; Chapter 7 Stakeholders; Chapter 8 Contractual Requirements and Service Level Agreements (SLAs); Managing Marketing Communications; Chapter 9 Marketing Communications Strategy; Chapter 10 Marketing Communications in Different Organisational Contexts; Chapter 11 Marketing Communications and Marketing Communications Plans; Chapter 12 Agency and Agency Relationships; Managing and Achieving Customers’ Service Expectations Through the Marketing Mix; Chapter 13 Customer Service and Customer Care Plans; Chapter 14 Key Accounts; Chapter 15 Sales and Product Information and Risks;

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Colin Linton, Ray Donnelly

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