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The Marketing Century: How Marketing Drives Business And Shapes Society Hardcover – 11 Feb 2011
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'...charts the evolution of marketing and follows the history of the CIM from its establishment in 1911.' (Dmionline.com, February 2011). 'Contributions come from the great and the good of the marketing world and cover all bases.' (Business Life, 2011). '...looks at the development of key elements of marketing...how marketing contributes to performance, what it is that great marketers do.' *Brand-e-biz.com, February 2011). '...covers a whole stack of areas of marketing...a good reference book...a must read for younger pros just starting out.' (Runmarketing.com, March 2011). '...expert analysis of some of the most significant developments in marketing of the last 100 years- and the next 100.' (Marketingblog.co.uk, March 2011). '...offers some excellent constructive advice that can be put to use when thinking about branding and developing a marketing strategy.' (Growingbusiness.co.uk, April 2011). '...interesting commentary on the elements of marketing that we all employ.' (Professional Manager, June 2011). '...the book provides analysis of the main developments in marketing of the last 100 years.' (Expofairs.com, June 2011).
From the Inside Flap
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 (Don Peppers and Martha Rogers)
Segmentation (Malcolm McDonald)
Innovation (John Saunders and Veronica Wong)
Digital Marketing (Philip Sheldrake)
Sales and Business Development (Beth Rogers)
Customer Relationship Management (Merlin Stone)
Branding (Graham Hales)
Advertising (Jonathan Gabay)
Public Relations (Paul Mylrea)
Internal Marketing (Keith Glanfield)
Sustainability (John Grant)
Social Marketing (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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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. 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.
There are video interviews which were filmed for the CIM and should be watched in conjunction with reading this book and I watched the interviews following each chapter. They're definitely worth a watch. This is Graham Hales' interview: [...] covering branding.
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.