The Marketing Century How Marketing Drives Business and Shapes Society
ISBN: 9780470660157 | 0470660155
Edition: 1stFormat: Hardcover
Publisher: Wiley
Pub. Date: 4/5/2011
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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.
| Introduction | p. 1 |
| Strategic Marketing | p. 19 |
| Market Segmentation | p. 27 |
| Innovation | p. 51 |
| Digital Marketing | p. 71 |
| Sales and Business Development | p. 95 |
| Customer Relationship Management | p. 115 |
| Branding | p. 139 |
| Advertising | p. 169 |
| Public Relations | p. 183 |
| Internal Marketing | p. 203 | ... MORE
| Marketing and Sustainability | p. 225 |
| Social Marketing | p. 241 |
| Index | p. 265 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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 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.
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