CIM Coursebook 06/07 Marketing Fundamentals

ISBN-13: 9780750680073 / Angielski / Miękka / 2006 / 394 str.

Frank Withey; Geoff Lancaster

Opis

Part of the "Elsevier/Butterworth-Heinemann's 2006-2007 Official CIM Coursebook" series, this title is written for the Marketing fundamentals module. It contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam.

Spis treści

Chapter 1 the development of marketing and marketing orientation; Chapter 2 marketing planning and budgeting; Chapter 3 the marketing mix and related tools: overview and issues; Chapter 4 the marketing mix: product; Chapter 5 the marketing mix: price; Chapter 6 the marketing mix: place; Chapter 7 the marketing mix: promotion; Chapter 8 the marketing mix: people, service, customer care and customer relationship management (CRM); Chapter 9 marketing in context: further and future issues, integrating the marketing mix;

O autorze

Geoff Lancaster, Frank Withpson