The aim of this text is to enable the reader to develop a sound theoretical
and practical understanding of marketing, planning and control.
Although primarily written for those studying for the Chartered Institute
of Marketing Professional Diploma and Postgraduate Diploma profes-
sional marketing qualifications, this text is equally useful for industry
practitioners. This is not an introductory text to the subject of marketing
planning, but builds on the existing knowledge that students and practi-
tioners already hold about the principles of the subject. The aim has been
to provide a clear, concise guide to the tools, techniques and concepts neces-
sary to undertake strategic marketing decisions.
The text also covers contemporary issues by exploring current develop-
ments in marketing theory and practice including:
● Customer relationship management
● Ethics and strategic marketing decision making
● The concept of a market-led orientation
● A resource/asset-based approach to internal analysis and planning
Innovation is a theme throughout the text, reflecting the growing import-
ance of this issue, both in terms of its academic profile and current busi-
ness practice. There is also an emphasis on developing a view of the future
through various forecasting techniques.
This new edition also includes three new chapters which relate to CRM,
ethics and problem-based learning approaches. Throughout this new
edition new illustrative examples have been included to reinforce the
material covered in each chapter.
An instructor’s manual is available to academic staff adopting this text.
This contains expanded versions of selected illustrative examples fea-
tured in the main text, new cases and a pack of lecture material.
■ Information for students studying
for the CIM qualifications
The Chartered Institute of Marketing has continued to offer the Professional
Diploma in Marketing for a number of years (QCA level 6). The CIM also
still offers Postgraduate Diploma in Marketing (QCA level 7) which was
launched in 2004.
Preface