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
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LONDON l SINGAPORE
Maggie Jones of Marketing Knowledge
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NEW YORK SYDNEY
Strategic Marketing in Practice
CIM REVISION CARDS
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OXFORD TOKYO
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Printed and bound in Great Britain
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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
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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
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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