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The Marketing Century
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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. 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
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
It does seem ironic that it's difficult to see who this book is aimed at - given that's what the writers do in their day-jobs!
Of course the CIM is the one professional body for this area, which is really taken seriously by the industry and so in theory, it should be interesting to see what their members - the experts in the field - can tell us.
However, the writers are each given so little space to do this, that each chapter ends up falling short of what anybody needs. Can you really cover Strategic Marketing in 4-5 pages? Can you cover 100 years of Marketing in about 200 pages?
There are some exceptions - the chapter on Market Segmentation does have some "meat" and points out how most companies fail on this, whereas it should be at the heart of every strategy as a basic minimum.
But even this is far too brief, although it does point you in the right direction, to read further on this and maybe this is the best way to approach this book? As a starting point to decide what further books you need to read - as each chapter could really do with a large book in its own right.
So this is actually a "taster" to further study and in that way it could be helpful - it could help you decide which areas you need to study further, which areas your knowledge is lacking etc. etc.
However, the book is not marketed in this way (ironically) and the reader is lead to believe they will find real insight here - which seems to me to be "over-selling" its worth. Yes it might be a celebration of the CIM, but really it is only the tip of the iceberg.
Of course the CIM is the one professional body for this area, which is really taken seriously by the industry and so in theory, it should be interesting to see what their members - the experts in the field - can tell us.
However, the writers are each given so little space to do this, that each chapter ends up falling short of what anybody needs. Can you really cover Strategic Marketing in 4-5 pages? Can you cover 100 years of Marketing in about 200 pages?
There are some exceptions - the chapter on Market Segmentation does have some "meat" and points out how most companies fail on this, whereas it should be at the heart of every strategy as a basic minimum.
But even this is far too brief, although it does point you in the right direction, to read further on this and maybe this is the best way to approach this book? As a starting point to decide what further books you need to read - as each chapter could really do with a large book in its own right.
So this is actually a "taster" to further study and in that way it could be helpful - it could help you decide which areas you need to study further, which areas your knowledge is lacking etc. etc.
However, the book is not marketed in this way (ironically) and the reader is lead to believe they will find real insight here - which seems to me to be "over-selling" its worth. Yes it might be a celebration of the CIM, but really it is only the tip of the iceberg.
1 of 1 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
Whilst I don't work in a marketing capacity, I do find that I come into contact with a lot of marketeers. As such, it seemed like a good idea to get a good overview of contemporary trends in marketing. Since this is produced by the Chartered Institute of Marketing, I expected this to be as authoritative a voice on the subject as could be found.
The book itself is written in the style of a textbook and offers a summary of the key areas of influence that marketing has upon businesses today. The material is certainly up to date with multiple references to social media and topics such as sustainability, innovation and marketing strategy.
For someone working in a marketing field or perhaps coming into contact with marketing in a professional role, this book would be very helpful. Similarly, students wishing to get a good general grasp of the subject would do well to pick this up. However, those who are totally new to some of these concepts may find them hard going and may do better to find something more suited to a novice.
The book itself is written in the style of a textbook and offers a summary of the key areas of influence that marketing has upon businesses today. The material is certainly up to date with multiple references to social media and topics such as sustainability, innovation and marketing strategy.
For someone working in a marketing field or perhaps coming into contact with marketing in a professional role, this book would be very helpful. Similarly, students wishing to get a good general grasp of the subject would do well to pick this up. However, those who are totally new to some of these concepts may find them hard going and may do better to find something more suited to a novice.
1 of 1 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
This book is published to mark the centenary of the Chartered Institute of Marketing. Following the introduction by Rod Wilkes and an outline of the way the book is organised, we then have 12 separate chapters, each written by a successful UK-based marketeer and focussed on one or other aspect of marketing discipline, as follows:
1. Strategic Marketing - by Don Peppers and Martha Rogers
2. Market Segmentation - by Malcolm McDonald
3. Innovation - by John Saunders and Veronica Wong
4. Digital Marketing - by Philip Sheldrake
5. Sales and Business Development - by Beth Rogers
6. Customer Relationship Management - by Merlin Stone
7. Branding - by Graham Hales
8. Advertising - by John Gabay
9. PR -by Paul Mylrea
10. Internal Marketing - by Keith Glanfield
11. Marketing and Sustainability - by John Grant
12. Social Marketing - by Veronica Sharp
The standout chapters for this reader would be McDonald's excellent essay on segmentation (Chapter 2), Hales' chapter on branding which really broadens out the discussion of the subject (Chapter 7) and John Grant's essay on marketing and sustainability in which he tackles the `green issue' and demonstrates that organizations must live and breathe the essence as a core concept (Chapter 11). Each of these is well-written and strongly argued with pertinent examples.
Speaking as a professional marketeer and graduate of the CIM in the 1980s, the main issue with this book is that (ironically) its precise target market is far from obvious. The content is generally beyond beginner level, though might be useful to diploma students with some practical experience. The focus is on larger corporations at the expense of smaller enterprises, so the entrepreneur looking for simple practical guidelines on how to approach the marketing discipline and not make basic mistakes will find little useful here. Further criticisms might be that there has been little attempt at chronology in the chapter organization: i.e. the chapter on digital marketing is thrown in before sales, branding and advertising; and that for an image-dominated discipline in an image-driven age, there is a noticeable absence of useful graphs, charts and diagrams and those that are presented are generally not very helpful to the text.
So, `The Marketing Century' is OK with a few strong and instructive chapters worth reading, but overall probably not destined to be a classic contribution to the field.
1. Strategic Marketing - by Don Peppers and Martha Rogers
2. Market Segmentation - by Malcolm McDonald
3. Innovation - by John Saunders and Veronica Wong
4. Digital Marketing - by Philip Sheldrake
5. Sales and Business Development - by Beth Rogers
6. Customer Relationship Management - by Merlin Stone
7. Branding - by Graham Hales
8. Advertising - by John Gabay
9. PR -by Paul Mylrea
10. Internal Marketing - by Keith Glanfield
11. Marketing and Sustainability - by John Grant
12. Social Marketing - by Veronica Sharp
The standout chapters for this reader would be McDonald's excellent essay on segmentation (Chapter 2), Hales' chapter on branding which really broadens out the discussion of the subject (Chapter 7) and John Grant's essay on marketing and sustainability in which he tackles the `green issue' and demonstrates that organizations must live and breathe the essence as a core concept (Chapter 11). Each of these is well-written and strongly argued with pertinent examples.
Speaking as a professional marketeer and graduate of the CIM in the 1980s, the main issue with this book is that (ironically) its precise target market is far from obvious. The content is generally beyond beginner level, though might be useful to diploma students with some practical experience. The focus is on larger corporations at the expense of smaller enterprises, so the entrepreneur looking for simple practical guidelines on how to approach the marketing discipline and not make basic mistakes will find little useful here. Further criticisms might be that there has been little attempt at chronology in the chapter organization: i.e. the chapter on digital marketing is thrown in before sales, branding and advertising; and that for an image-dominated discipline in an image-driven age, there is a noticeable absence of useful graphs, charts and diagrams and those that are presented are generally not very helpful to the text.
So, `The Marketing Century' is OK with a few strong and instructive chapters worth reading, but overall probably not destined to be a classic contribution to the field.
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Most Recent Customer Reviews
Good overview of current Marketing Theory
My daughter is a recent Marketing Graduate, and she has been looking at this new book.
An interesting new book, which looks at a wide range of Marketing topics. Read more
An interesting new book, which looks at a wide range of Marketing topics. Read more
Published 3 months ago by M. R. N. Shackelford
A polished overview of marketing
I consider this is a well written, comprehensive round-up of what's happened, is happening, and what is likely to happen in the world of marketing. Read more
Published 10 months ago by Leon Crawley
After 100 years you would expect better !
This is not the best book on the subject in the last 100 years and it may not even be the best of the last 100 days ! Read more
Published 10 months ago by fivestarfrankie
Excellent book for Marketing Specialists
The Marketing Century looks at the development of marketing over the 100 years since the Chartered Institute of Marketers was founded. Read more
Published 11 months ago by Antonia Chitty
Uninspiring read of limited appeal
I had high hopes for this. The Chartered Institute of Marketing is a great institution which over its years in existence has done much to move the discipline's reputation away... Read more
Published 11 months ago by chuggachugga
Mixed. A bit too corporate in tone and dry.
Blasted through this rather quickly as I expected it to be a dry read (which it was). I have mixed feelings about it, due to the mixed nature of the book - rather than being a... Read more
Published 11 months ago by Gsp
Marketing
A bit of a 'letters to the editor' journal rather than a specific focus, this book has a group of very experienced proffessionals in the marketing sector each weigh in on the... Read more
Published 11 months ago by Funk
Best practice guide to modern marketing
Published by the Chartered Institute of Marketing to celebrate the organisation's centenary, the Marketing Century is a collection of essays on contemporary marketing best practice... Read more
Published 11 months ago by Martin Turner
Good overall view of marketing concepts
First, I have to say it was nice to read a book on marketing written by someone outside of the US. All new marketing and business books these days seem to be based on the US... Read more
Published 12 months ago by Tinkerbell
Good but by no means great
As part of celebrating 100 years of marketing the Chartered Institute of Marketing (CIM - founded in 1911) has published a book detailing the emergence of the marketing profession... Read more
Published 12 months ago by Jonathan Kettleborough
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