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Understanding Customers

by Chris Rice

This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people...


Content Is King

by David Chaffey & David Mill

A growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of...


Strategic Marketing Planning

by Richard M.S. M. S. Wilson

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal...


Gay and Lesbian Tourism

by Jeff Guaracino

This unique introductory resource provides a broad foundation of knowledge on the gay and lesbian market segment. Topics and themes are illustrated by interviewing the top professionals in gay travel and gay...


Sport Public Relations and Communication

by Maria Hopwood, James Skinner & Paul Kitchin

An increasingly important element of sport business is the management of the myriad of relationships in which sport entities are involved. It is the relationship management aspect of sport which is the unique...


Marketing and Football

by Michel Desbordes

Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the...


Fundamentals of Corporate Communications

by Richard Dolphin & David Reed

The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what modern corporate communications is, and what it can achieve.

The author...


Marketing Island Destinations

by Acolla Lewis-Cameron & Sherma Roberts

Over the past three decades, tourism has emerged as a major force in the global economy, with most countries, whether developed or developing, having increasing opportunities to participate, as both host and...


CIM Coursebook 07/08 Customer Communications

by Maggie Jones

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...


Retail Strategy

by Christine Cuthbertson & Dr Jonathan Reynolds

The book is made distinctive by the presentation of practitioner insight allied with academic underpinning to create a powerful new framework of unusual breadth and depth. The book communicates contemporary...


Data Mining and Market Intelligence for Optimal Marketing Returns

by Susan Chiu & Domingo Tavella

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use...


Strategies and Tools for Corporate Blogging

by John Cass

If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online...


Customer Relationship Management

by Francis Buttle

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies...


Cause Related Marketing

by Sue Adkins

Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation...


Integrated Marketing Communications

by Tony Yeshin

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive...


Successful Marketing Communications

by Cathy Ace

'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications...


The Culturally Customized Web Site

by Nitish Singh & Arun Pereira

In The Culturally Customized Web Site, Nitish Singh and Arun Pereira focus on cultural aspects of international website design, honing in on three objectives:

* First, to present a review and survey results on...


Global Sport Marketing: Contemporary Issues and Practice

by Michel Desbordes

Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study...


CIM Coursebook: Delivering Customer Value Through Marketing

by Ray Donnelly & Colin Linton

Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing....


CIM Coursebook: Project Management in Marketing

by Elwyn Cox, Matthew Housden & Lynn Parkinson

Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing....