By Matthew Housden
'Butterworth-Heinemann's CIM Coursebooks were designed to compare the syllabus and studying results of our new skills and may be valuable aids in aiding scholars comprehend the complexities of promoting. The dialogue and sensible program of theories and ideas, with suitable examples and case experiences, might actually help readers make instant use in their wisdom and talents received from the qualifications.'Professor Keith Fletcher, Director of schooling, The Chartered Institute of Marketing'Here in Dubai, now we have used the Butterworth-Heinemann Coursebooks of their a number of varieties because the very starting and feature came upon them most beneficial as a resource of prompt interpreting fabric in addition to exam preparation.'Alun Epps, CIM Centre Co-ordinator, Dubai college university, United Arab EmiratesButterworth-Heinemann's professional CIM Coursebooks are the definitive partners to the CIM specialist advertising and marketing skills. the one examine fabrics to be recommended by means of The Chartered Institute of selling (CIM), all content material is punctiliously established to compare the syllabus and is written in collaboration with the CIM school. Now in complete color and a brand new pupil pleasant layout, key details is straightforward to find on every one web page. each one bankruptcy is packed filled with case reports, learn assistance and actions to check your studying and realizing as you pass alongside. .The coursebooks are the one learn advisor reviewed and licensed via CIM (The Chartered Institute of Marketing). .Each publication is filled with a number of studying ambitions, circumstances, questions, actions, definitions, research information and summaries to help and try out your knowing of the speculation. .Past exam papers and examiners' experiences can be found on-line to allow you to training what has been discovered and support arrange for the examination and cross first time. .Extensive on-line fabrics help scholars and tutors at each level. in response to an knowing of scholar and teach wishes received in wide examine, fresh on-line fabrics were designed in particular for CIM scholars and created completely for Butterworth-Heinemann. try out examination dates at the on-line Calendar, see syllabus hyperlinks for every path, and entry additional mini case experiences to cement your figuring out. discover marketingonline.co.uk and entry on-line models of the coursebooks and extra studying from Elsevier and Butterworth-Heinemann.INTERACTIVE, versatile, available ANY TIME, ANY PLACEwww.marketingonline.co.uk * Written especially for the promoting in perform module by means of the Senior Examiners * the single coursebook absolutely counseled by means of CIM * comprises prior exam papers and examiners' stories to assist you to guidance what has been discovered and support organize for the examination
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Example text
Knowledge is often defined as distinct from information. Whilst much of this is semantics the key distinguishing factor is that knowledge is not data. Data are facts; knowledge involves interpreting, analysing and understanding facts to produce actionable intelligence. The aim of Knowledge Management is to & Identify where knowledge resides within an organisation. & Develop mechanisms for capturing, documenting, enhancing or augmenting this knowledge. & Transferring and sharing this knowledge and & Finally using the knowledge to improve marketing and business performance.
Explain the relationship between database marketing and marketing research and explain the legal aspects of data collection and usage, including the Data Protection Legislation. 3 Explain the concept of an MDSS and its role in supporting marketing decisions & Customer databases & Internal reporting system, scanning/inventory control, etc. 4 Explain the relationship between database marketing and marketing research and explain the legal aspects of data collection and usage, including the Data Protection Legislation The Marketing Database KEY DEFINITIONS The marketing database – A manual or computerised source of data relevant to marketing decision-making about an organisation’s customers (Wilson, 2006).
5th Principle – Personal data should not be kept for longer than is necessary. 6th Principle – Personal data shall be processed in accordance with the data subjects’ rights. These include the following: & Right to access – if an individual pays £10 within 30 days, a copy of the data held should be provided. & Right to prevent data being used for direct marketing – direct marketing is communication by any means of advertising or marketing material communicated to particular individuals. Individuals can write and materials must not be sent.