CIM Coursebook Introductory Certificate in Marketing

by Neil Botten, David Harris

�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 EmiratesButterworth-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 p

236 pages, Hardcover

Published September 11, 2017

About the author

Neil is Deputy Head of Marketing & Business Strategy and Principal Lecturer, strategic management. He teaches on the MBA and MA programmes, and was, for many years, Director of MBA programmes. His research interests are scenario planning and complex adaptive systems which are reflected in the MBA elective Futures and foresight, for which he is module leader.

He is Business Strategy examiner for the Chartered Institute of Management Accountants.

https://www.westminster.ac.uk/about-u...