CIM Coursebook 08/09 Marketing Communications
by Fill, ChrisEdition: 1st
Format: Paperback
Pub. Date: 2008-09-11
Publisher(s): Routledge
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Summary
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.
Table of Contents
| 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 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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