Publisher's Synopsis
"Integrated Marketing Communications 2001-2002" is a specifically tailored coursebook for students undertaking the Integrated Marketing Communications module of the CIM Certificate. Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. The new edition of this text contains: a firmly international perspective and a more strategic focus; new material to cover e-marketing issues, and more emphasis placed on integrated marketing communications and internal marketing; new and up to date examples and case studies to illustrate the theory; additional text references and website references; and, preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers.;Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course. It is completely revised and updated by the Senior Examiner for the Integrated Marketing Communications module to fit in with the CIM syllabus officially endorsed by the CIM approved by the CIM Chief Examiner.
