CIM Student Workbook S.: Diploma
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International Marketing Strategy
by Paul Fifield, Keith Lewis, and Steve Carter
Published 26 June 1995
This text is a coursebook tailored specifically for students undertaking the International Marketing Strategy module of the CIM Certificate. Completely revised and updated to fit in with the syllabus, the book is officially endorsed by the CIM and approved by the CIM Chief Examiner. The text contains: a firmly international perspective; material to cover e-marketing issues; up-to-date examples and case-studies to illustrate the theory; text references and website references; and preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers.
Intended to provide marketing practitioners with useful information on the role of the marketing director in the successful organization of the 1990s, this book should also help managers outside that specialism to understand the pivotal role of marketing in the business strategy process.