This text is a coursebook tailored specifically for students undertaking the Marketing Customer Interface module of the CIM Certificate. The book is completely revised and updated to fit in with the syllabus, and is officially endorsed by the CIM and approved by the CIM Chief Examiner. The new edition of this text contains: a firmly international perspective; new material to cover e-marketing issues; new and up-to-date examples and case-studies to illustrate the theory; additional text references and website references; and preparatory aids for the final exam, including the most recent exam papers, examiners’ marking schemes and specimen answers.