CIM Coursebook 03/04 Marketing Planning

CIM Coursebook 03/04 Marketing Planning

by Karen Beamish

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Product Details

ISBN-13: 9781136010019
Publisher: Taylor & Francis
Publication date: 10/02/2012
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 376
File size: 4 MB

About the Author

Ruth is a Principal Lecturer in Marketing and Public Relations at Manchester Metropolitan University Business School. She is the Undergraduate Programme Co-ordinator for a network of newly developed marketing and retail related degrees and is Senior Examiner for the Chartered Institute of Marketing’s Advanced Certificate Stage 2 Marketing Planning paper, having previously been the Senior Examiner for the Marketing Fundamentals paper. Ruth is also the Principal Examiner for University of Cambridge International Examinations for the Business Career awards (Effective Business Communications papers). Ruth teaches on a range of programmes including the MA in Public Relations and undergraduate programmes in Marketing Management, Retail Management, Advertising and Brand Management. Ruth co-authors on a number of the CIM Coursebooks published by Butterworth-Heinemann, including Marketing Planning 03/04 by Beamish and Ashford. Prior to entering academe, she was based in a management role, gaining marketing experience within the NHS and Business to Business sectors. Ruth has been awarded a PhD, which examines the area of Perceived Risk and Dental Services, from Lancaster University. Previous publications include journal papers on Marketing and Dentistry, Education Marketing, Perceived risk in the public sector, supply chain and relationship management, and educational assessment.

Table of Contents

Preface; Introduction to marketing planning; The marketing audit; Marketing planning implementation and control; Promotional operations; Product operations; Price operations; Place operations; Managing marketing relationships; International marketing; Industrial/business to business, FMCGs and services marketing; Not-for-profit, SMEs and virtual marketing; Appendices - Guidance on exam preparation; Undertaking CIM assignments and the integrative project; Sample exam questions and answers; Answers and debriefings; Curriculum information; Index.

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