More and more managers are looking for customer focus to help fight the pressures of rising costs, global competition and falling sales. But it’s not simply a case of trying to get closer to your customers. There are more strategic decisions that if made can make your marketing more lean, more focused and more successful.

Managing Customers and Markets explores what market orientation means and the key things you need to be able to do as a manager to make a difference.

Understand market orientation and what it means for you Recognise ways you can contribute to customer value in your organisation. Explore how to improve customer satisfaction and customer relationships Evaluate your competitive advantage and changes that could be made to structure, products and services to enhance the offer Identify techniques for developing new markets and products.

Maggie Jones
Level verifier for the CIM Professional Certificate in Marketing.

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 Customer Communication 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

Author: Mike Applegarth, Keith Posner

Author: Charles Turner, David Alexander

Author: Tony Newby, Sean McManus

Author: Angelena Boden

The workbook contains ALL the units that are available for this qualification