E-Book Overview
Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. * Written specifically for revision purposes therefore only featuring the key concepts that need to be learned * Carefully designed to enable points to be easily extracted and memorised without clouding them in additional information * Accompanies the CIM Coursebook and MarketingOnline website to provide a complete suite of products to support the CIM qualifications
E-Book Content
AMSTERDAM l BOSTON PARIS l SAN DIEGO l HEIDELBERG SAN FRANCISCO l l l LONDON l SINGAPORE Maggie Jones of Marketing Knowledge l NEW YORK SYDNEY Strategic Marketing in Practice CIM REVISION CARDS l l OXFORD TOKYO 10 9 8 7 6 5 4 3 2 1 www.elsevier.com | www.bookaid.com | www.sabre.com Working together to grow libraries in developing countries 05 06 07 08 09 10 Printed and bound in Great Britain For information on all Butterworth-Heinemann publications visit our web site at http://books.elsevier.com ISBN-13: 978-0-7506-6769-2 ISBN-10: 0-7506-6769-9 Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) (0) 1865 843830; fax: (+44) (0) 1865 853333, e-mail: permissions @ elsevier.co.uk. You may also complete your request on-line via the Elseiver homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher Copyright ß 2006, Elsevier Ltd. All rights reserved First published 2006 Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803 1. 2. 3. 4. 5. 6. Preface .......................................................................... Introduction to Strategic Marketing in Practice .............................. What is meant by Case Study Analysis? ..................................... Understanding the Direction and Management of Marketing Activities ... Contemporary Marketing Issues ............................................... Effective Customer Orientation ................................................ The Examination ................................................................ TABLE OF CONTENTS iv 1 10 33 45 74 93 To get the most of your revision cards, try to look over them as frequently as you can when taking your CIM course. When read alongside