BH CIM Coursebooks are crammed with a range of learning objective questions, activities,
definitions and summaries to support and test your understanding of the theory. The 07/08
editions contains new case studies which help keep the student up to date with changes in
Marketing strategies. Carefully structured to link directly to the CIM syllabus, this
Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by
access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource
designed specifically for CIM students which can be accessed at any time.
Wendy Lomax, CIM Senior Examiner for the Analysis and Evaluation module, and Professor
and Head of School of Marketing, Kingston Business School, Kingston University.
Contents
Introduction to analysis and evaluation;
Evaluating perfomrance: Marketing metrics;
Brand Valuation;
Auditing marketing activities;
Evaluating performance: financial measures;
Analysing the external environment;
Analysing hte internal Environment;
Charcteristics of the global marketplace;
Defining competitive advantage
Paperback, 288 pages
