9780470660157

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.

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
Marketing and Sustainability	p. 225
Social Marketing	p. 241
Index	p. 265
Table of Contents provided by Ingram. All Rights Reserved.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

The Marketing Century How Marketing Drives Business and Shapes Society

The Marketing Century How Marketing Drives Business and Shapes Society

0470660155

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review