CIM Coursebook Marketing Fundamentals 07/08

ISBN-13: 9780750685467 / Angielski / Miękka / 2007 / 404 str.

Geoff Lancaster; Frank Withey

Opis

'CIM Coursebooks' provide a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. They contain new case studies which help keep the student up to date with changes in Marketing strategies.

Spis treści

Preface; The development of marketing and marketing orientation; Marketing planning and budgeting; The marketing mix: product; The marketing mix: new product development and portfolio management; The marketing mix: price; The marketing mix: place; The marketing mix: promotion; The marketing mix: service and customer care; Marketing in context; Appendices - Guidance on exam preparation; Assignment-based assessment; Answers and debriefings; Examination papers and examiners' reports: December 2005 and June 2006; Curriculum information and reading list; Index.

O autorze

Frank Withey