BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory.
The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies.
Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.
Introduction to analysis and evaluation; Evaluating perfomrance: Marketing metrics; Brand Valuation; Auditing marketing activities; Evaluating performance: financial measures; Analysing the external environment; Ana.ysing hte internal Environment; Charcteristics of the global marketplace; Defining competitive advantage