ABSTRACT
Each coursebook includes access to MARKETINGONLINE, where you can:
* Annotate, customise and create personally tailored notes using the electronic version of the coursebook
* Receive regular tutorials on key topics
* Search the coursebook online for easy access to definitions and key concepts
Preface; Marketing in practice - an overview; Gathering information from inside and outside the organization; Assembling and presenting information; Gathering and analysing financial and numerical information; Making contacts for marketing; Practical networking skills; Planning events; Marketing activities and events - exploring their diversity and application; Coordinating the promotional effort; Coordinating the marketing mix; Introduction to budgeting; Calculations in the examination; Appendices - Guidance on exam preparation; Undertaking CIM assignments and the integrative project; Answers and debriefings; Curriculum information and reading list; Index.
