By Isobel Doole, Robin Lowe

Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence provides you with the full package deal for examination luck. totally reviewed through CIM and up-to-date via the examiner, the coursebook bargains every thing you want to continue you on the right track * Written specially for the Strategic advertising judgements module by means of the CIM senior examiner and a number one specialist within the box * the single coursebook totally recommended by means of CIM * includes previous exam papers and examiners' stories to help you preparation what has been discovered and support organize for the examination

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CIM Coursebook 06 07 Strategic Marketing Decisions (CIM Coursebook) (CIM Coursebook)

Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence will give you the entire package deal for examination luck. absolutely reviewed through CIM and up-to-date by means of the examiner, the coursebook deals every little thing you must hold you heading in the right direction * Written in particular for the Strategic advertising judgements module by way of the CIM senior examiner and a number one professional within the box * the one coursebook absolutely recommended by means of CIM * comprises earlier exam papers and examiners' stories to aid you education what has been discovered and support organize for the examination

Extra resources for CIM Coursebook 06/07 Strategic Marketing Decisions

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The implicit promise the company is going to make to customers to deliver its particular combination of values. 25 Unit 2 Challenging traditional strategic thinking What is its value-driven operating model? – The combination of operating processes, management systems, structure and culture the company feels it needs to have if it is to have the ability to deliver on its value proposition. What are its value disciplines? – In other words what is the way the company is going to combine its operating models and value propositions to achieve a differential competitive advantage in their markets?

Value-based marketing – A marketing strategy that is based on a totally integrated marketing effort, which delivers superior value to customers and so in turn delivers superior value to shareholders. Shareholder value principle – The shareholder value principle asserts that marketing strategies should be judged by the economic returns they generate for shareholders, the returns being measured by dividends and increases in the company share price. Emergent Strategies – A strategy that has been developed through an iterative learning process so that the resultant strategy is the one that has emerged through the creative and iterative process of crafting a strategy of proactively seeking new opportunities whilst reacting to the challenges faced in the market.

These relationships therefore play an important role in strategic marketing decisions as part of the iterative strategy development process. Relationships both inform the strategy development process and add form to the strategy. Insight Not such a Red Letter Day for stakeholders Red Letter Days was set up by Rachel Elnaugh to sell memorable experiences, such as driving a Formula 1 car or climbing a mountain. The gifts are sold in major retail stores such as Boots and Debenhams. The experiences are provided by a network of suppliers to Red Letter Days.

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