Smart marketing techniques to get your business noticed Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you'll be creating a buzz and increasing profits in no time. Plan your marketing strategy and maximise your success – make use of a wide range of resources to research your customers, competitors and market, position your business and prepare a powerful marketing plan Create successful advertising and promotions – explore your options for cost-effective advertising, produce press and print ads, design signs and posters and create ads for TV, radio and online Expand online with the latest e-marketing tools – spread your message with viral marketing, make the most of search engines, get mobile with your marketing and harness the power of social networking Connect with your customers – create a brand identity, design eye-catching packaging, price your products to maximise your sales and provide first-class customer service Open the book and find: Up to date information on all the latest marketing innovations Clear guidance to help you plan your strategy Advice on making the seven Ps work for you Tools and techniques to maximise your marketing impact Information on using direct marketing and PR Guidance to help you stay on the right side of the UK data laws Top tips for saving money in marketing Learn to: Research your market and find out what your customers really want Choose the right marketing strategy for your business Prepare a practical marketing plan Use the latest marketing tools and techniques

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 Marketing 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. * Written specially for the Strtegic Marketing in Practice module by the Senior Examiner * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam

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 Marketing 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.

Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

Inside Magazine Publishing is an engaging and practically-focused textbook exploring all aspects of the contemporary magazine industry. Editors David Stam and Andrew Scott present a detailed analysis of the key elements of the magazine business today with both a look back to the past and a projection of the future. The role of digital and new media platforms and their effect on all aspects of publishing is explored in detail. The book features a broad range of case studies, written by industry experts, providing readers with accessible examples of key issues in magazine publishing. Additional micro essays also expertly apply theory to practice, and the book is further supported by a companion website (www.insidemagazinepublishing.com). Subject areas covered include: UK magazine publishing today changing business models originating and managing creative content magazine writing and design circulation sales and advertising distribution and marketing the magazine in the digital age. There are useful appendices on printing, paper selection and legal matters as well as a detailed glossary. Inside Magazine Publishing provides a comprehensive overview of magazine publishing for students and all those wishing to understand this dynamic and complex industry.

China is forecast to be the primary tourist destination and tourist-generating country by 2020. However, much of the writing on tourism in China has come from people within the English academic world who are not involved in the issues related to Chinese tourism development. This book provides a voice to Chinese mainland academic researchers and examines the nature of tourism research and tourism development in China. Contributors, many of whom are based in China and are immersed in the daily issues of teaching, researching and planning tourism development within China, discuss issues related to resource use, destination image and community participation with case studies that combine conceptual frameworks and practical issues. This authoritative text on tourism in China will be of interest to scholars and students of tourism throughout the world.

Deepen your understanding of how to adapt to international travellers' different needs and backgrounds. Harness the burgeoning levels of tourism and learn everything you need to engage travellers with your business and spending money. The modern traveller is complex, even more so in a post-pandemic world. International consumers are in search of memorable experiences that make them feel special and, ideally, share those experiences with others and bring those feelings home with them. While wanting to be more adventurous, they also want to make their trip safe and special while minimizing their impact on the environment. Leading Travel and Tourism Retail is an invaluable guide for any professional involved in the world of retail, including consumer brands, retailers, hospitality, landlords, politicians, airports, transportation and technology groups. Engaging and accessible, this book covers everything from assessing the competitive market situation to product adaptation, ESG, human talent management, accessing funding, political considerations, and the role of technology and data. It offers a unique glimpse behind the inner workings of some of the best-known brands in the world across airports, shopping malls, and city centre locations. Delivering invaluable insight through fascinating interviews from high-profile leaders, including the President of LVMH Retail Asia, the CEO of Harrods, the President of CHANEL Perfumes & Cosmetics worldwide, this is a must-have book for those who want to drive profits. LIST OF INTERVIEWS Sir Tony Blair, former British Prime Minister, UK Pierre-Hugues Schmit, Chief Commercial & Operations Officer at Vinci Airports Group, France Ravi Thakran, Group Chairman of LVMH Asia, Singapore Michael Ward, Managing Director of Harrods, UK Jacques Stern, CEO of Global Blue, Switzerland Vasiliki Petrou, CEO of Unilever Prestige, UK Andrea d'Avack, President of the CHANEL Foundation, France Pallak Seth, CEO of PDS Apparel Manufacturing, India Louis de Bourgoing, International Chairman of WHSmith, UK Jose-Antonio Lasanta, CEO of Prosegur Cash, Spain Dan Cockerell, former Vice President of Disney's Magic Kingdom, USA Tine Arentsen Willumsen, CEO of Above & Beyond Group, Founder of The Diversity Council, Denmark Paul Samuels, Executive Vice President of AEG Entertainment Group, UK Hugo Brady, Vice President of AEG Entertainment Group, UK Malik Fernando, Director of Dilmah Tea, MJF Hotels and Holdings, Sri Lanka Jonathan Chippindale, CEO of Holition Technologies, UK Ben Zifkin, President of Hubba, Canada Desirée Bollier, Chair and Chief Merchant of Value Retail, UK Stewart Wingate, CEO of London Gatwick Airport, UK Craig Robins, Founder and Owner of Miami Design District Development, USA Taylor Safford, President and CEO of Pier 39, San Francisco, USA Frances O'Grady, Secretary General of the Trades Union Congress, UK Christine Comaford, business and leadership coach Baroness Nicky Morgan former Secretary of State for Digital, Culture, Media, and Sport, UK Professor Ian Woodward at INSEAD, Singapore Professor Steve Jarding, Harvard University, USA Lesley Batchelor OBE, Director General of The Institute for Export & International Trade, UK Jason Holt, Chair of the Apprenticeship Ambassador Network, Chairman of Holts Group, UK Julia Simpson, President & CEO of World Travel & Tourism Council (WTTC)