Book description
Written to celebrate the Institute's centenary,
The Marketing Century
explains: how the key elements of marketing have developed; how the
various aspects of marketing contribute to performance; what it is that
great marketers do; and how the discipline of marketing may develop in
the future.
While The Marketing Century describes the years
since 1911 it also describes the 21st Century: a time when the ability
to understand and connect with customers is more rewarding, complex
and valuable than ever. It explains:
- The three forces shaping the past, present and future of
marketing: globalization, technology and ethics
- How people behave and connect - and how businesses can benefit
from these insights
- The need to manage for the long-term as well as the short-term
- Marketing's impact on business strategy and leadership
The last 100 years have seen a rapid rise in the impact of marketing.
It is an activity which has grown in scope and significance, with more
people than ever before now engaged in the exciting, fast-changing
world of marketing.
The development of the Chartered Institute of Marketing closely
reflects the growth and progress of business in general and marketing
in particular. Just as marketing has developed as an activity that is
highly valued, varied and vital in its contribution to business
success, so the Institute's work has expanded as an indispensable
source of insight, guidance and practical support.
The Marketing Century provides expert analysis of some of the
most significant developments in marketing of the last 100 years - and
the next 100.
Each chapter looks at the past, present and future of a different
area of marketing, with chapters covering:
Strategic Marketing (Martha Rogers and Don Peppers)
Customer
Relationship Management (Merlin Stone)
Segmentation (Malcolm
McDonald)
Innovation (John Saunders and Veronica
Wong)
Public Relations (Paul Mylrea)
Branding (Graham
Hales)
Advertising (Jonathan Gabay)
Digital Marketing
(Philip Sheldrake)
Sales and Business Development (Beth
Rogers)
Sustainability (John Grant)
Internal Marketing
(Keith Glanfield)
Social Marketing (Paul White and Veronica Sharp)
Each chapter explains:
- How the subject has developed
- What is currently 'best practice'
- How this aspect of marketing connects with other topics
- The influences and trends shaping the future
About The Chartered Institute of Marketing
The Marketing Century celebrates the work of The Chartered
Institute of Marketing, the world's leading body for professional
marketers.
Throughout its history, the Institute's priority has
been to support the development of professional marketing and
marketers. This purpose has renewed vigour in the 21st Century, a time
that can be fairly described as the marketing century. Now, more than
ever, the Institute's purpose is to be at the heart of marketing by
giving the profession a place to learn, develop and belong.
For
further information visit
www. cim.
co. uk.
The contributors
The Marketing Century is written by highly experienced
practitioners and academics in each of the fields of marketing covered
by the book. Their approach is international, insightful and proven,
and in this work they highlight how each aspect of marketing is
developing and, crucially, how to ensure success.
The Marketing Century is edited by Jeremy Kourdi, a business
writer and executive coach. During his career he has worked with a
range of international organizations including HSBC, Pearson, London
Business School, IMD and he was Senior Vice-President with The
Economist Group.
