Effective Marketing Management

Author: Watson
Publisher:
Publish Date: 2005-04-01
Features: This textbook is part of a series of books designed to help you succeed in the CIM exams. It includes comprehensive, real-time courses and a free MarketingOnline interface, providing everything you need for your studies. The textbook is written by CIM education experts, approved by CIM examiners, and features real-time content and case studies to keep you up-to-date with the latest developments. Its detailed structure aligns directly with the CIM syllabus, with each chapter consisting of a series of cases, questions, activities, definitions, and learning points to test your understanding of the theory. The interface is user-friendly and interactive. Butterworth-Heinemann's textbook is the designated course material for CIM marketing courses this year!
MarketingOnline:
- Annotate, customize, and create personalized learning notes with the electronic version of the course;
- Access regular guidance on key topics;
- Use self-assessment checklists to prepare for exams;
- Expand your knowledge through the "e-Library" – eight essential BH marketing courses to support and enhance your learning;
- Get instant access to definitions and key content through online courses;
- Interactive, responsive, and understandable content anytime, anywhere. MarketingOnline is a unique online learning resource for CIM students.
From this book, you will not only learn how to become an effective manager but also how to pass the subject of Effective Marketing Management in the CIM Advanced Certificate exam. It is important to achieve both goals: subject knowledge is the foundation of becoming a qualified practitioner, while exam skills increase your chances of passing and achieving good results. In this book, we encourage you to learn the subject knowledge of becoming an effective manager and help you pass the exam. Without a doubt, both subject knowledge and exam skills must be learned. You must become an effective communicator. As we will see, communication means adjusting your material so that your target audience can understand it. The examiner is one of your key target audiences. Marketing managers are both marketers and managers, and as they rise in rank, the need for marketing strategy decreases while the need for management increases. Senior staff in organizations are strategic managers, focusing on the overall organization. They can come from any department within the organization, but their primary role shifts to that of a strategic manager.
Each unit focuses on a key aspect, helping you learn the syllabus content in a structured and progressive way. Activities are used to enhance learning. To practice exam questions and improve your speed, you may also access CIM past papers, answer keys, and advice from senior examiners online. This book consists of several units, each including the following:
- Learning Objectives: Explain which parts of the exam syllabus are covered in this chapter and what knowledge you should master through the exercises.
- Learning Guide: Describe the length of this unit and the time required for related activities.
- Questions: Practice questions similar to those you will answer in the exam.
- Answers: Provide a reference model for answering questions. Note: There are no "standard answers," and the reference answers only serve as a guide.
- Activities: Apply what you have learned in practice.
- Summary: Explain the methods involved in the activities.
- Exam Tips: Offer exam strategies from senior examiners to help you avoid common mistakes made by past candidates.
- Learning Skills: Guide you in strengthening your knowledge base.
- Insights: Encourage you to connect what you have learned with your daily experiences.
- Definitions: Provide key vocabulary you must master to pass the exam.
- Summary: Summarize the main points of this unit.