The marketing century : how marketing drives business and shapes society : The Chartered Institute of Marketing / edited by Jeremy Kourdi.

Format:

Book

Contributor:

Kourdi, Jeremy.

Language:

English

Subjects (All):

Marketing--History.

Marketing.

Chartered Institute of Marketing--History.

Chartered Institute of Marketing.

Physical Description:

1 online resource (280 p.)

Edition:

1st ed.

Place of Publication:

Chichester : Wiley, 2011.

Language Note:

English

Summary:

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 mar

Contents:

The Marketing Century; CONTENTS; Introduction (Rod Wilkes); 1 Strategic Marketing (Don Peppers and Martha Rogers); 2 Market Segmentation (Malcolm McDonald); 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

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-119-20850-5

1-280-78442-3

9786613694812

1-119-99359-8

OCLC:

742333210