Description
Butterworth-Heinemann Ltd Cim Coursebook The Marketing Customer Interface 01/02 by Rosemary Phipps ,Craig Simmons
Marketing Environment 2001-2002" is a specifically tailored coursebook for students undertaking the Marketing Customer Interface module of the CIM Advanced Certificate. Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. The new edition of this text contains: a firmly international perspective; new material to cover e-marketing issues; new and up to date examples and case studies to illustrate the theory; additional text references and website references; and preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers. Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course.
It is written by the CIM Senior Examiner for the Marketing Environment module completely revised and updated to fit in with CIM Marketing Environment syllabus officially endorsed by the CIM approved by the CIM Chief Examiner. .
Table of contents
Macro and micro-environmental forces driving change; Market segmentation: classifying customers for competitive advantage; The individual, the group and the organization as customer; Modelling customer behaviour, attitudes and dynamics; The basic principles of investigative market research; Quantitative and qualitative methodologies for investigating customer dynamics; Strategy and methods to produce customer focused behaviour; Additional techniques for mobilizing performance; Innovation and the culture of continuous improvement; Relationship marketing; Other operational aspects of achieving a customer focus; Trends in customer behaviour and expectation and e-commerce; Guidance on the examination preparation; Appendices.