Cim Revision Cards: Customer Communications In Marketing 04 05, First Edition (cim Revision Cards)

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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.Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised. * 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

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CIM REVISION CARDS Customer Communications in Marketing 04/05 PROFESSIONAL CERTIFICATE IN MARKETING 2004 –2005 SYLLABUS Key concepts for revision ● ● ● Relevant! Succinct! Compact! The Chartered Institute of Marketing Helping you to pass your CIM exam CIM REVISION CARDS Customer Communications in Marketing Gill Wood AMSTERDAM l BOSTON PARIS l SAN DIEGO l HEIDELBERG SAN FRANCISCO l l l LONDON l SINGAPORE l NEW YORK SYDNEY l l OXFORD TOKYO Elsevier Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 30, Corporate Drive, Burlington, MA 01803 First published 2004 Copyright ß 2004, Elsevier Ltd. All rights reserved 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. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, e-mail: [email protected] You may also complete your request on-line via the Elseiver homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data A catalogue record for this book is available from the Library of Congress ISBN 07506 62824 For information on all Elsevier Butterworth-Heinemann publications visit our website at http://books.elsevier.com Printed and bound in Great Britain TABLE OF CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Preface ........................................................................... iv Introduction to customer communications ................................... 1 Buying behaviour................................................................ 10 The communication process .........................................