1st Edition

CIM Coursebook: Delivering Customer Value through Marketing

Edited By Colin Linton, Ray Donnelly Copyright 2009
    288 Pages
    by Routledge

    288 Pages
    by Routledge

    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 Emirates

    Butterworth-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.

    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 prepare for the exam and pass first time.
    •Extensive online materials support students and tutors at every stage.

    Based on an understanding of student and tutor needs gained in extensive research, online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann.


    Product Proposition and Brand Management; Chapter 1 New Product Development and Positioning; Chapter 2 Managing and Developing an Organisation’s Product Portfolio; Chapter 3 The Role of Branding and Branding Strategies; Chapter 4 Pricing, Pricing Concepts and Price Setting; Channel Management; Chapter 5 Channel Management, Distribution Strategies and Control; Chapter 6 Intermediaries; Chapter 7 Stakeholders; Chapter 8 Contractual Requirements and Service Level Agreements (SLAs); Managing Marketing Communications; Chapter 9 Marketing Communications Strategy; Chapter 10 Marketing Communications in Different Organisational Contexts; Chapter 11 Marketing Communications and Marketing Communications Plans; Chapter 12 Agency and Agency Relationships; Managing and Achieving Customers’ Service Expectations Through the Marketing Mix; Chapter 13 Customer Service and Customer Care Plans; Chapter 14 Key Accounts; Chapter 15 Sales and Product Information and Risks;


    Colin Linton, Ray Donnelly