CIM Coursebook 08/09 Marketing Communications

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ISBN: 9780750689670 | 0750689676
Cover: Paperback
Copyright: 9/11/2008

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Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty.

Introduction to marketing communications	p. 1
Introduction to the coursebook	p. 2
The communications process	p. 3
Personal influences (Syllabus 1.1)	p. 6
Word-of-mouth communications (Syllabus 1.1)	p. 10
How do marketing communications work?	p. 11
Information processing (Syllabus 1.2)	p. 13
The purchase decision-making process (Syllabus 1.3)	p. 18
Organizational purchasing	p. 22
Communication appeals (Syllabus 2.8)	p. 24
Ethics, corporate and social responsibility (Syllabus 1.5)	p. 27
Marketing communications mixes	p. 34
Communications mix elements (Syllabus 2.1)	p. 35
Co-ordinated marketing communications (Syllabus 2.2)	p. 38
The 4Cs Framework	p. 39
Advertising	p. 41
Advertising and the marketing mix	p. 44
Advertising campaign planning	p. 45
Sales promotions	p. 46
Public relations	p. 50
Direct and interactive marketing communications	p. 58
Database marketing	p. 59
Direct marketing techniques	p. 61
Telemarketing	p. 64
Sponsorship	p. 66
Personal selling	p. 70
The marketing communications industry	p. 76
Communications agencies (Syllabus 4.5)	p. 77
Agency pitching	p. 82
The development of multinational communications agencies (Syllabus 4.6)	p. 84
Criteria to be considered when selecting an international agency	p. 86
Determining the marketing communications budget (Syllabus 2.14)	p. 88
Budgets for new products	p. 94
Controls and regulations (Syllabus 4.7)	p. 95
Relationships and marketing communications	p. 101
Introduction	p. 102
From transactional to relationship marketing (Syllabus 4.1)	p. 103
The scope of marketing relationships (Syllabus 4.2)	p. 106
Planning for relationship marketing (Syllabus 4.3)	p. 108
Customer retention management (Syllabus 2.12)	p. 113
Internal marketing communications (Syllabus 2.12)	p. 115
The relationship marketing plan	p. 117
Marketing channels	p. 121
Channel structures (Syllabus 3.2)	p. 122
Membership: Independence and interdependence	p. 124
Vertical channel structures	p. 127
Internet and digital technologies to support marketing channels (Syllabus 3.5)	p. 128
Channel conflict (Syllabus 3.4)	p. 129
Resolving channel conflict	p. 131
The promotional mix in the marketing channel (Syllabus 3.1)	p. 135
Key account management (KAM) techniques to aid customer retention management (Syllabus 2.11)	p. 136
Trade promotions	p. 139
Communication strategies and the international context	p. 144
Marketing communication strategy - the 3Ps (Syllabus 2.9)	p. 145
Pull strategy	p. 146
Push strategy	p. 153
Communications in marketing channel networks (Syllabus 3.1)	p. 154
Profile strategy	p. 155
Planning and frameworks	p. 159
Marketing communications in international and global contexts (Syllabus 4.4, 4.6)	p. 161
Multinational versus global marketing	p. 163
The forces of internationalization	p. 164
The development of global brands	p. 165
Global marketing communications	p. 166
Standardized marketing communications	p. 167
Understanding the international consumer	p. 169
Media, creativity and product support	p. 174
Media characteristics (Syllabus 2.6)	p. 175
Communicating the message - media selection and planning (Syllabus 2.7)	p. 177
Efficiency and evaluation (Syllabus 2.5)	p. 181
Media buying and briefing	p. 182
Interactivity, technology and new media (Syllabus 2.6)	p. 183
Interactive strategies	p. 185
E-mail and mobile technologies	p. 186
Creativity in communications (Syllabus 2.8)	p. 188
Marketing communications and brand development (Syllabus 2.12)	p. 191
Launching new products (Syllabus 2.12)	p. 192
Maintaining market share (Syllabus 2.12)	p. 192
Evaluating communications effectiveness	p. 196
Evaluating co-ordinated marketing communications (Syllabus 2.5)	p. 197
Evaluation of advertising (Syllabus 2.16)	p. 201
Evaluation of sales promotions (Syllabus 2.16)	p. 203
Evaluation of PR (Syllabus 2.16)	p. 204
Evaluation of direct and interactive marketing communications (Syllabus 2.16)	p. 205
Evaluation of sponsorship (Syllabus 2.16)	p. 206
Evaluation of personal sales (Syllabus 2.16)	p. 207
Brand evaluation (Syllabus 2.4, 2.5, 2.12)	p. 207
Feedback and answers	p. 211
Index	p. 225
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CIM Coursebook 08/09 Marketing Communications

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Table of Contents

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