This is an updated edition of the popular workbook, written to match the latest syllabus. It has been written for students studying the "International Marketing Strategy" module in the CIM Diploma; it is endorsed by Trevor Watkins, the CIM Chief Examiner, and contains sample exam questions. The layout of this text is lively and interactive. Each unit has the same structure with the intention of making learning easier and more consistent, and contains objectives, test tasks, practical examples and case studies. There are also questions to test the reader's knowledge, advice on where to find out more, a succinct chapter summary, and revision tips.

Published on behalf of The Chartered Institute of Marketing (UK), which markets itself as the world's largest professional marketing management body, the workbook offers study support for students seeking certification in this CIM course module. Includes recent exams with answers and examiner's comments, a glossary covering terms from "4Ps/7Ps" to "World Trade Organization", and tables and figures related to wooing the international market.

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.

This volume is specifically developed and written for students taking the Analysis and Decision (Case Study) module of the CIM Diploma. This book, as with the others in the series, has been revised to match the 2000 syllabus for the CIM qualifications. It is designed to help you pass the professional examination, and give you practical marketing knowledge for further use in your career. It includes examination papers, a glossary of key terms, and an interactive text with questions, activities, and highlighted key points.

This is a highly structured and fully developed practical companion to Fifield's successful Marketing Strategy- now entering its third edition. It can however stand alone for those executives whose needs are for guidance on implementing marketing strategy rather than doing the background thinking and covering the key conceptual issues.
Taking the same underlying format as Marketing Strategy the book does not cover the 'corporate/business strategy' content (which takes up Part 2 of the earlier title) but focuses overwhelmingly on the practical details of using a real strategy model (SCORPIO) to develop a plan.
The book will be in three parts all based on how to research, create and then activate a strategic market plan. Great emphasis is placed on the clarity of the planning model- used internationally with major companies and refined over many years. Important elements for the user of the book will be the use of-
* Questionnaires and feedback techniques
* Templates that can be used to create real plans as the user works through
the model
* A huge range of FAQs that stimulate and support thinking based on
widespread company experience
This is a real and practical masterclass for serious executives and students, to be used alongside Strategic Marketing or independently.
* Linked to the author's highly successful and influential Marketing
Strategy title- recently published in it's 3rd edition
* Highly practical approach written by a widely published advisor to
major international businesses who also holds a senior academic post
* Based on the unique SCORPIO model supported by 20 years of use in the
international strategy market
* All the tabular, template, diagrammatic and questionnaire materials will be available to users in electronic form

The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike.