ABSTRACT
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.
Intorduction to Strategic Marketing Decisions; Challenging traditional strategic thinking; Competitive Strategy as a learning process; Developing corporate-wide marketing innovation; Decisions for a new strategic marketing direction; Strategic decisions for global development; Developing innovative strategies to acheive global fast growth; Building portfolio value; Integrated communications and relationship development; Using the extended organization to add portfolio value; Financial appraisal for strategic marketing decisions; Achieving a sustainable competitive advantage
