By Isobel Doole, Robin Lowe
Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence provide you with the full package deal for examination luck. absolutely reviewed by way of CIM and up-to-date via the examiner, the coursebook bargains every thing you want to maintain you heading in the right direction * Written specifically for the Strategic advertising judgements module via the CIM senior examiner and a number one professional within the box * the single coursebook totally recommended by means of CIM * comprises previous exam papers and examiners' experiences to provide help to instruction what has been realized and support organize for the examination
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Additional info for CIM Coursebook 06/07 Strategic Marketing Decisions
Sample text
To make effective strategic decisions it is of paramount importance that the knowledge built is trustworthy, credible and verifiable and that it is accessible to all the managers involved in the decision-making process. Study Guide The concepts studied in this unit underpin the strategic marketing decision process in any successful company. Without a strong learning capability and an effective knowledge management system it is difficult for a company to build a sustainable competitive advantage.
Insight Not such a Red Letter Day for stakeholders Red Letter Days was set up by Rachel Elnaugh to sell memorable experiences, such as driving a Formula 1 car or climbing a mountain. The gifts are sold in major retail stores such as Boots and Debenhams. The experiences are provided by a network of suppliers to Red Letter Days. In May 2005, it planned to float on the Alternative Investment Market and was valued at £20–25 million. Only two months later, however, suppliers were reported to have lost patience with Red Letter Days over late payments and had begun legal action.
Only two months later, however, suppliers were reported to have lost patience with Red Letter Days over late payments and had begun legal action. Racing track operators were reported to be owed £300 000 and a charity that provided whale and dolphin watching trips in Cornwall claimed it had not been paid for four months. The £20 million per annum turnover business went into administration in July 2005. This was rather embarrassing for Rachel Elnaugh, who was a judge on Dragons’ Den, a TV show in which would-be entrepreneurs made a pitch to successful entrepreneurs for investment in their idea.