The Marketing Century E-Book

The CIM

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 371

Veröffentlichungsjahr: 2011

Beschreibung

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

Leseprobe

Table of Contents

Title Page

Copyright Page

Introduction

One hundred years of marketing

The origins and development of the Institute

A twenty-first-century Institute

How this book is organised

Further information

Chapter 1 - STRATEGIC MARKETING

The past is … past

The fallacy of short-term thinking

Chapter 2 - MARKET SEGMENTATION

The development of market segmentation

The state of the art: Making market segmentation work

The future of market segmentation

References and further information

Chapter 3 - INNOVATION

Lessons from the history of innovation

Product innovation at work

Customer focus and testing

Commercialising new products

The future of innovation

References

Chapter 4 - DIGITAL MARKETING

The origins of digital marketing

Digital marketing at work

What’s next?

Chapter 5 - SALES AND BUSINESS DEVELOPMENT

The rise of selling

The cardinal rules of great sales management

The future: Twenty-first-century sales skills

A final thought

References and further information

Chapter 6 - CUSTOMER RELATIONSHIP MANAGEMENT

Vital, practical, insightful: Customer relationship management

Current thinking about CRM

The future of customer relationship management

References and further information

Chapter 7 - BRANDING

The rise and rise of branding

How branding developed during the twentieth century

Current thinking about branding

The future of branding

References and further information

Chapter 8 - ADVERTISING

A journey towards excellence: How advertising has developed

Current thinking about advertising

The future of advertising

Further information

Chapter 9 - PUBLIC RELATIONS

How public relations has developed

The state of the art: Successful public relations

References and further information

Chapter 10 - INTERNAL MARKETING

The development of internal marketing

Marketing’s influence on internal marketing and service delivery

The future of marketing’s internal role

References and further information

Chapter 11 - MARKETING AND SUSTAINABILITY

The green shoots of sustainability

Timeless attributes, universally valued: Authenticity and quality

The growth of sustainable marketing

The future for sustainable marketing

References and further information

Chapter 12 - SOCIAL MARKETING

Right from the start: The growth of social marketing

A new challenge for social marketing

Taking on the toughest challenges: The social marketing process

The future: The impact of social marketing

Reference

INDEX

2011

A century of building professional status and recognition

cim.co.uk/100

This edition first published in 2011 Copyright © 2011 The Chartered Institute of Marketing

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ISBN 978-0-470-66015-7 (hardback), ISBN 978-1-119-99359-9 (ebk), ISBN 978-1-119-97413-0 (ebk), ISBN 978-1-119-97414-7 (ebk)

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INTRODUCTION TO THE MARKETING CENTURY

Rod Wilkes, Chief Executive, the Chartered Institute of Marketing

Rod Wilkes is Chief Executive of The Chartered Institute of Marketing, the leading international professional marketing body with approximately 50,000 members worldwide.

The Chartered Institute of Marketing (CIM) is unique in its ability to give marketing professionals a place to learn, develop and belong. In this introduction Rod Wilkes, the Institute’s Chief Executive, explains about the marketing century, the development of the Institute and how marketing drives business and shapes society.

One hundred years of marketing

The development of the Institute, since it was established in 1911, 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.

Marketing is a philosophy – everyone in an organisation must be a marketer. Above all, a clear focus on customers and markets is vital and the whole board needs to understand marketing.

This book, written to celebrate the Institute’s centenary, 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. The dynamics and key trends in marketing are clearly described, as well as best practice. While The Marketing Century aptly describes the 100 years since 1911, it also describes the twenty-first century: a time when possessing the ability to understand and connect with customers is more rewarding, complex and valuable than ever.

The origins and development of the Institute

The Chartered Institute of Marketing was established in 1911 and incorporated by Royal Charter in 1989. Originally named the Sales Managers’ Association, it arrived at a time when the science and art of management was in its infancy. The evolution of the Institute shows a history of helping marketing professionals to learn about the discipline, develop their skills and belong to a wider community.

In 1921 the Sales Manager’s Association became the Incorporated Sales Manager’s Association (ISMA) and the Institute’s origins and name highlight another point of lasting significance: the fact that marketing also includes sales as a related activity in the same discipline. The growth and development of the Institute continued in the 1920s, with the library being formed in 1923 and the first certificate examinations delivered in 1928. The Institute continued to grow and it was during the Second World War that correspondence courses in sales management were first introduced. In 1952, His Royal Highness, The Prince Philip, Duke of Edinburgh, became the organisation’s patron, and in 1955 the Institute became a founder member of the European Contact Group of Sales and Marketing Associations, later to become the EMC. This tendency to work in a collegiate way with other organisations to promote marketing remains an important characteristic of the Institute.