CIM Coursebook 01/02 Integrated Marketing Communications

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9780750653114: CIM Coursebook 01/02 Integrated Marketing Communications
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'Integrated Marketing Communications 2001-2002' is a specifically tailored coursebook for students undertaking the Integrated Marketing Communications module of the CIM Certificate.

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.

The new edition of this text contains:
· a firmly international perspective and a more strategic focus
· new material to cover e-marketing issues, and more emphasis placed on integrated marketing communications and internal marketing
· new and up to date examples and case studies to illustrate the theory
· additional text references and website references
· preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers

Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course.
completely revised and updated by the Senior Examiner for the Integrated Marketing Communications module to fit in with the CIM syllabus
officially endorsed by the CIM
approved by the CIM Chief Examiner

"synopsis" may belong to another edition of this title.

About the Author:

Tony Yeshin is Senior Lecturer in Marketing at the University of Greenwich and course director on the CIM intensive diploma course. He previously held key management roles in both domestic and international advertising agencies and sales promotion companies. He is author of Inside Advertising prepared for the Institute of Practitioners in Advertising and co-author of the Integrated Marketing Communications CIM Coursebook.

Review:

'Arguably the best written UK text on the subject of marketing communications - lacks pretentiousness, is intelligent, and most importantly, is very readable.'
Professor Geoff Lancaster, Senior Examiner for 15 years and Senior Academic Adviser to the Chartered Institute of Marketing until 1998.

'It is so refreshing nowadays to find a book on marketing communications which is more than simply a(nother) tome on Advertising and Promotions packaged under the latest fad name. Today's name of the moment must be "Integrated Marketing Communications" but sadly few writers seem to know what that means let alone describe how the harassed practitioner might apply it profitably.
Yeshin's book breaks the established mould in the marketing communications area and starts (as all marketing books should) with the customer rather than A&P techniques. He then spends time explaining the real-world environment within which marketing communications takes place so that, by the time the reader gets to the practical advice we know not only what to do but why we are doing it.
This book is an invaluable aid to the practicising marketer who is not necessarily an expert in the jargon-ridden world of advertising. A practical handbook which will certainly help its users assert control over their organization's communications.'
Paul Fifield, CIM Senior Examiner for the Case Study Paper (1994-98)

'Today's marketing practitioners are faced with a bewildering array of communications tools. But few practitioners will have had sufficient experience to use each and every one of them to best effect, still less to confidently rise to the challenge of bringing them together in an integrated whole. To all those hard pressed marketing practitioners this book provides the answers. It contains clear guidance and explanations of the workings of all the important disciplines and many relevant examples to aid understanding.'
Marilyn Baxter, Vice Chairman, Saatchi and Saatchi

'This book provides comprehensive coverage of the field of marketing communications and is strongly recommended to anyone beginning their studies or joining the marketing communications profession.'
Dr Sandra E Blaza, Managing Director, Pedigree Masterfoods

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Chris Fill; Tony Yeshin
Published by Butterworth-Heinemann (2001)
ISBN 10: 0750653116 ISBN 13: 9780750653114
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