Product Description: Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning...read more (view table of contents, read Amazon.com's description)

Product Description: 'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product. This new edition both follows on the success of and adds significantly to the first edition by:* Increasing the up to date case material* Having a live Internet site to support the book * Adding a collection of key URLs for market research purposes* Adding a new section on marketing information systems* More coverage on electronic direct and 1 to 1 marketing* Covering intranets for Marcomms in more depth* Building on 'Justifying the Business Case'* Updated and expanded information on pricing and branding...read more (view table of contents, read Amazon.com's description)

Product Description: Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market...read more (view table of contents, read Amazon.com's description)

Product Description: The latest, fully updated edition of this popular workbook, containing the most recent exam questions and specimen answers from the senior examiner. Marketing Fundamentals has been specifically written for students studying for the Marketing Fundamentals module for the CIM Certificate course...read more (view table of contents, read Amazon.com's description)

Product Description: Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad...read more (view table of contents, read Amazon.com's description)

Product Description: This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations...read more (view table of contents, read Amazon.com's description)

Product Description: Part of the "CIM Student Series".

Product Description: The fourth edition of The Practice of Advertising is fully updated and revised including chapters by twelve new authors who are all top professionals in their own fields. The Practice of Advertising starts by answering the question `how' rather than `why' in relation to advertising...read more

Product Description: Since 1994 there have been a number of changes to the Certificate in Marketing (CIM) examinations. This workbook is one of a series based on the CIM new syllabus, and designed to help the student with the underpinning knowledge needed...read more