Elsevier/Butterworth-Heinemann's 2004-2005 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification.Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year's CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the Coursebook* Receive regular tutorials on key topics from Marketing Knowledge* Search the Coursebook online for easy access to definitions and key concepts* Access the glossary for a comprehensive list of marketing terms and their meanings * Written by the CIM Senior Examiner for the Strategic Marketing in Practice module to guide you through the 2004-2005 syllabus * Features actual CIM case studies to enable you to develop technique with regards to analysing case material* Contains indicative answers written exclusively for this Coursebook by the Senior Examiner to enable you to practise what has been learned and help prepare for the exam
Author(s): Ashok Ranchhod
Year: 2005
Language: English
Pages: 272
front cover......Page 1
copyright......Page 5
table of contents......Page 6
About the Author......Page 8
About MarketingOnline......Page 9
Using MarketingOnline......Page 10
Change in CIM qualification titles from 2004......Page 11
Unit 1 Introduction......Page 12
Marketing drives the business agenda......Page 13
‘Models’ of marketing......Page 14
Strategic marketing activities......Page 15
The role of strategic marketing......Page 16
Aims and outcomes for strategic marketing in practice......Page 19
A brief overview......Page 26
The analyses......Page 27
SPACE analysis......Page 30
Key issues......Page 34
Unit 3 Introduction......Page 36
Business Intelligence......Page 37
The role of information technology......Page 44
The learning organization and market-based learning......Page 45
Unit 4 Introduction......Page 51
What is key account management?......Page 52
The key account development cycle......Page 54
Identifying key accounts......Page 55
Servicing key accounts: KAM activities......Page 57
Servicing key accounts: developing a KAM infrastructure......Page 60
The relevance of KAM to relationship marketing......Page 63
Introduction......Page 65
Understanding environmental marketing......Page 66
The life cycle analysis (LCA) concept – life cycle thinking......Page 71
Green marketing strategies......Page 85
Relationship marketing......Page 90
Valuing customers......Page 93
Financial analysis and marketing measures......Page 96
The examination......Page 106
Extended knowledge......Page 110
Unit 7: case study......Page 114
Candidate’s Brief......Page 115
Titan Industries Limited......Page 116
Approaches to the examination......Page 182
Candidate’s Brief......Page 189
About Reiss......Page 190
Approaches to the Examination......Page 226
Titan Industries Ltd......Page 233
Reiss......Page 245
Related statements of practice......Page 257
Knowledge and skill requirements......Page 258
Recommended support materials......Page 259
Overview and rationale......Page 260
