Author Description

'Strategic Marketing Management: Planning and Control 2001-2002' is a specifically tailored coursebook for students undertaking the Planning and Control module of the CIM Diploma. <br>Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. <br>The new edition of this text contains: <br>.a firmly international perspective, and new emphasis on innovation and creativity, branding strategy, implementation and the evaluation of the marketing tools and techniques<br>.new material to cover e-marketing issues, market led orientation, the resource/asset based approach to internal analysis, innovation audits and product innovation, and the strategic alignment process<br>.new and up to date examples and case studies to illustrate the theory<br>.additional text references and website references<br>.preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers <br>Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course. <p>completely NEW book by a new author team including John Ensor, CIM Senior Examiner for the Planning & Control module<br>officially endorsed by the CIM<br>approved by the CIM Chief Examiner<br>