International Marketing Strategy (CIM Student Workbook S.: Diploma) - Hardcover

The latest, fully updated edition of this popular workbook, containing the most recent exam questions and specimen answers from the senior examiner.

International Marketing Strategy has been specifically written for students studying for the CIM Diploma. It is endorsed and recommended by Professor Trevor Watkins the CIM Chief Examiner. Written to help you pass first time, the text layout is lively and interactive. Each Unit follows the same structure to help make learning easier and more consistent. Units contain: * Unit objectives to make planning your time easier * Unit tasks to help you test what you've learnt * practical examples and case studies to relate theory to practice * helpful questions to test your knowledge * where to find out more in case you're stuck * succinct chapter summaries * revision tips to get you through the exam

Essential Reading in the CIM Recommended Reading list

Dr Fifield is married with three children and lives in Winchester. He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004.Paul was appointed Visiting Professor at Southampton University School of Management in 2006. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (FRSA). Over thirty years of listening, watching, learning and applying academic and strategic thought to marketing has created a fertile mind which Paul brings to his customers, his writing and his teaching. He listens watches learns and applies the best of his vast knowledge to help his clients' organisations align themselves to the market they wish to serve. Only after 20 years is the market segmentation approach that was born out of his PhD thesis coming of age; and forming the foundations of some competitive and exciting new market strategies.