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| CIM COURSEBOOK 08/09 ANALYSIS AND EVALUATION
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To order this title, and for more information, click here
By
Wendy Lomax, CIM Senior Examiner for the Analysis and Evaluation module, and Head of the Department of Strategy, Entrepreneurship and Marketing, Kingston Business School, Kingston University
Description
?Butterworth-Heinemann?s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and
should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories
and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from
the qualifications.?Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing
?Here in
Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful
as a source of recommended reading material as well as examination preparation.?Alun Epps, CIM Centre Co-ordinator, Dubai University
College, United Arab Emirates
Butterworth-Heinemann?s official CIM Coursebooks are the definitive companions to the CIM professional
marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully
structured to match the syllabus and is written in collaboration with the CIM faculty.
Now in full colour and a new student friendly
format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test
your learning and understanding as you go along.
?The coursebooks are the only study guide reviewed and approved by CIM (The Chartered
Institute of Marketing).
?Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study
tips and summaries to support and test your understanding of the theory.
?Past examination papers and examiners? reports are available
online to enable you to practise what has been learned and help prepare for the exam and pass first time.
?Extensive online materials
support students and tutors at every stage.
Based on an understanding of student and tutor needs gained in extensive research, brand
new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam
dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore
marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann.
INTERACTIVE,
FLEXIBLE, ACCESSIBLE
ANY TIME, ANY PLACE
www.marketingonline.co.uk
Audience
CIM Lecturers and CIM students taking the Analysis and Evaluation module
Contents
Introduction to analysis and evaluation
Evaluating performance: marketing metrics
Brand valuation
Auditing marketing activities
Evaluating
performance: financial measures
Analysing the external environment
Analysing the internal environment
Characteristics of the global
marketplace
Defining competitive advantage
| Bibliographic details |
Paperback, 256 pages, publication date: JUL-2008
ISBN-13: 978-0-7506-8969-4
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 36.95
USD 43.95
GBP 24.99
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076/736
Last update: 5 Sep 2009
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