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Tables of Contents for Marketing Fundamentals 1998-99
Chapter/Section Title
Page #
Page Count
A quick word from the Chief Examiner
vii
Preface
ix
How to use your CIM workbook
xi
The marketing culture
1
13
Tools of marketing: marketing research
14
13
Tools of marketing: product
27
14
Tools of marketing: portfolio management and new product development
41
20
Tools of marketing: price
61
15
Tools of marketing: place
76
11
Tools of marketing: promotion
87
18
Combining and extending the marketing mix: elements of planning and control
105
19
Customer care
124
17
The evolving marketing culture
141
14
Marketing fundamentals: the examination
155
50
Glossary of terms
205
8
Index
213