By Isobel Doole, Robin Lowe

Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence provide you with the total package deal for examination luck. absolutely reviewed via CIM and up-to-date by way of the examiner, the coursebook bargains every thing you want to preserve you heading in the right direction * Written specially for the Strategic advertising judgements module via the CIM senior examiner and a number one specialist within the box * the one coursebook absolutely counseled by means of CIM * comprises previous exam papers and examiners' studies to aid you training 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 provide you with the full package deal for examination luck. totally reviewed via CIM and up to date through the examiner, the coursebook deals every thing you want to continue you heading in the right direction * 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 counseled via CIM * includes earlier exam papers and examiners' experiences to assist you preparation what has been discovered and aid arrange for the examination

Extra resources for CIM Coursebook 06 07 Strategic Marketing Decisions (CIM Coursebook) (CIM Coursebook)

Sample text

Study Guide The concepts studied in this unit underpin the strategic marketing decision process in any successful company. Without a strong learning capability and an effective knowledge management system it is difficult for a company to build a sustainable competitive advantage. In the analysis and evaluation module of the Postgraduate Diploma of the CIM syllabus you will have studied in some depth the techniques and processes of carrying out an external analysis of the marketing environment and an internal audit of a company’s capabilities.

Shrinking communications – means, increasingly, that in the global marketplace information is power. At the touch of a button we can access information on the key factors that determine our business. Manufacturers wanting to know the price of components around the globe or the relevant position of competitors in terms of their share price or in terms of new product activity have it at their immediate disposal. The Internet and the access gained to the World Wide Web – is revolutionizing international marketing practices.

28 Unit 2 Challenging traditional strategic thinking If used effectively such relationships can play a huge part not only in advising SMEs in decision-making but also in the provision of information on which to base decisions and helping to validate any decisions made as appropriate to the market conditions. 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.

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