内容简介：
This text is a coursebook tailored specifically for students undertaking the Marketing in Practice module of the CIM Certificate. Co-written by the CIM Senior Examiner for the Marketing in Practice module, the book is completely revised and updated to fit in with the syllabus. The book is also officially endorsed by the CIM and approved by the CIM Chief Examiner, and features a user-friendly and interactive design and structure. The new edition of this text contains: a firmly international perspective; new material to cover budgeting, gathering material across borders and e-marketing issues; a completely revised Continuous Assessment unit; 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.