Description: Carefully structured to link information directly to the CIM syllabus, this coursebook text offers a range of cases, questions, activities, definitions and study tips to support and test your understanding of the theory.
Review Quotes: "Elsevier/Butterworth-Heinemann's CIM Coursebooks are an important learning aid and add value to the delivery of our marketing qualifications programmes. They are key to success for both assignment and exam-based courses, offering a logical and clearly defined structure and content. The practical application and understanding of marketing theory and concepts are greatly enhanced by this highly recommended series of texts."
Pat Mani, Manager, CIM Academy, Moor Hall, UK