CIM
REVISION CARDS
Customer Communications in Marketing 04/05 PROFESSIONAL CERTIFICATE IN MARKETING 2004 –2005 SYLLABUS
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CIM REVISION CARDS Customer Communications in Marketing Gill Wood
AMSTERDAM l BOSTON PARIS l SAN DIEGO l
HEIDELBERG SAN FRANCISCO
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LONDON l SINGAPORE
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NEW YORK SYDNEY
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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:
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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 .........................................