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 Mc Donald)
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
Зміст
Introduction (Rod Wilkes).
1 Strategic Marketing (Don Peppers and Martha Rogers).
2 Market Segmentation (Malcolm Mc Donald).
3 Innovation (John Saunders and Veronica Wong).
4 Digital Marketing (Philip Sheldrake).
5 Sales and Business Development (Beth Rogers).
6 Customer Relationship Management (Merlin Stone).
7 Branding (Graham Hales).
8 Advertising (Jonathan Gabay).
9 Public Relations (Paul Mylrea).
10 Internal Marketing (Keith Glanfield).
11 Marketing and Sustainability (John Grant).
12 Social Marketing (Veronica Sharp).
Index.
Про автора
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 href=’http://www.cim.co.uk/’>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.
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