Covers the key topics of the marketing component of an MBA course and provides a balance of theory and application to ensure both aspects of the core concepts are covered. This book is accompanied by student and lecturer web sites providing additional material to enhance the points in the text and to ensure further learning.

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.

'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.

The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts are easily identifiable and accessible. Students on MBA courses often do not have time to read a long text as they are studying many subjects, therefore they require a good, basic guide pitched at the appropriate level to be able to be absorbed quickly but still provide enough of a strategic element to stretch them.Written by a successful author team, Management of Marketing covers the key topics of the marketing...