Cim Coursebooks 2002-2003 Marketing Customer Interface

Cim Coursebooks 2002-2003 Marketing Customer Interface

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 440 p.
  • 言語 ENG
  • 商品コード 9780750657044
  • DDC分類 380

Full Description


Butterworth-Heinemann's 2002-2003 CIM Coursebook series offers you the complete package for exam success. Comprising the fully updated coursebook texts and free online access to the MarketingOnline learning interface, it offers everything you need to keep you on course! THE COURSEBOOK: * CIM approved content for this year's course * Approved by the CIM Chief Examiner * Updated material and cases to keep you up to speed with the latest developments Carefully structured to link information directly to the CIM syllabus, each coursebook text is crammed with a range of cases, questions, activities, definitions and study tips to support and test your understanding of the theory. Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts

Contents

Preface; Macro and micro-environmental forces driving change; Strategy and methods to produce customer-focused behavious; Other techniques for mobilising performance; Relationship marketing; Innovation and the culture of continuous improvement; Other operational aspects of achieving a customer focus; The individual, the group and the organization as a customer; Modelling customer behaviour, attitudes and dynamics; Market segmentation - classifying customers for competitive advantage; The basic principles of investigative market research; Quantitative and qualitative methodologies for investigating customer dynamics; trends in customer behaviour and expectation and e-commerce; Appendices - Guidance on Exam Preparation; Answers and debriefings; Curriculum information.