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)
-
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
Written
to celebrate the Institute's centenary, The Marketing Century
provides expert analysis of some of the most significant
developments in marketing over the last 100 years, current
'best practice' and the influences and trends shaping the
future.
With
contributions from some of the biggest names in marketing,
this essential read will be available from 18 February.
 The
Marketing Century - sample chapter 570
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