Marketing information and research 2008-2009

'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. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.'Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing'Here in Dubai, we have.

"The official CIM coursebook"--Cover

"Professional certificate in marketing 2008-2009"--Cover

Front Cover; Marketing Information and Research 2008-2009; Copyright Page; Contents; Unit 1: The role of information in marketing; Introduction; Marketing and information; The role of customer information; The nature of the marketing environment and PEST research; Marketing planning and the role of information; So what is marketing research?; The database and marketing research; The role of information; The Internet, intranets and extranets; Unit 2: The database and CRM; The marketing database; What data is held on a database?; Where does data come from?; What do we do with data?

Geo-demographic and lifestyle profilingThe process of setting up a marketing database; Hardware and software; Using the data; The marketing decision support system; Data mining; The database and customer relationship management; Marketing research and the database; Codes of practice and guidelines; The DMA code of practice; Unit 3: The scope and nature of the research industry; Introduction; The marketing research industry; The marketing research process; The marketing research brief; Managing the agency relationship; Ethics, regulation and codes of practice in market research.

Unit 4: Secondary dataInt…