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VINE VOICEon 21 April 2011
Format: Hardcover|Vine Customer Review of Free Product( What's this? )
As a student of marketing I was excited to get this item to complement my course and learn a little about marketing into the future and marketing in practice. This book, a compilation of short passages with thoughts from various professionals was both interesting and thought provoking, providing an excellent insiders edge into the past movements and current trends in the world of marketing.

Right up to date and just written in 2011 each chapter looks at the past, present and future of a different of marketing from Innovation and Strategy through to branding, advertising and public relations. Whilst I don't agree with all of the points made, nor the way in which they make them there are equally many valid observations and trends that should interest any executive and encourage them to sit up and pay attention. Overall, a good compilation and well worth reading for industry professionals.
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VINE VOICEon 20 May 2011
Format: Hardcover|Vine Customer Review of Free Product( What's this? )
This is a very intersting book that covers all the key points in Marketing. It raises questions and helps analyse what Marketing has become and how it is used by companies now.

However, this book is not a "light read". It's for people who are really interested in the subject: professionals, etc.

This would be a great buy for any Marketing student wanting a concise and acurate guide to what Marketing is. It contains nearly all that is included in the principal Marketing factors studied at university.
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TOP 500 REVIEWERon 27 October 2011
Format: Hardcover|Vine Customer Review of Free Product( 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.
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Format: Hardcover|Vine Customer Review of Free Product( 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.
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VINE VOICEon 16 June 2011
Format: Hardcover|Vine Customer Review of Free Product( What's this? )
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 coherent piece of work with a beginning, middle and end, it's a bit of a mish-mash without a particular focus or flow. There's nothing I inherently dislike about organising a book that way - it's just that in this case it results in some very inconsistent pieces, strung together into one book.

A lot of it bored me, and is the sort of thing a marketing professional (which I'm not) may read because they feel they ought to keep up with current/best practice thinking in their field, according to the institute. Not approaching it with this mindset, I found only about 20% of the book of interest, and even that was more high level thinking on where marketing as a profession (for lack of a better term) is heading in the future & it's role in current & future business. I'm afraid I won't be referring back to this book, but I probably wasn't their ideal target audience.
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on 10 July 2011
Format: Hardcover|Vine Customer Review of Free Product( 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.
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VINE VOICEon 16 June 2011
Format: Hardcover|Vine Customer Review of Free Product( What's this? )
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 importance of marketing to the modern company. Because of this the level of content does vary, ranging from drab sales pitches, to emerging themes in current business and a couple of cracking peices on how relevant marketing is to both previous and current companies.

Saying that however the good chapters don't really keep the rest of the book up. Some parts i found myself skim reading over, and others just bored me to tears. I wouldn't really recommend this book as an introduction to marketing (there are far better ones out there), and specific topics are covered in far more detail in other texts. However i've researched a couple of the authors i did like and read more of their own works, so it's not a complete loss by any stretch.
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Format: Hardcover|Vine Customer Review of Free Product( What's this? )
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 over the last century.

The book is split into logical chapters which after the obvious introduction and publicity by the CIM takes the reader through a series of chapters devoted to specific marketing topics, each of which is written by the `great and good' of the marketing world and cover such areas as branding, innovation, segmentation, advertising, digital marketing and so on.

Overall the book is well written and provides a decent high-level view of the marketing discipline.

For me however there were a number of major omissions. Firstly there was no chronological approach within the book where (for example) the chapter on advertising confusingly appears after the chapter on digital marketing. As such it was difficult to form a mental timeline of how and when various marketing disciplines and approaches had first emerged and their relationship with one another.

Also, apart from some simple images clearly based on slides from contributing authors presentations there were precious few images. This was rather amiss for an industry which spends billions spreading the visual impact and appeal of brands and lifestyle.

The book was also rather bare when dealing with the social, political and ethical changes affecting marketing. Whilst the chapter on advertising did reference some `old' adverts we were (yet again) unable to see images associated with these early pioneers and instead had to resort to reading about them. Clearly many of the `old' adverts would be abhorrent to us in our PC world but it would have been good to see just how far the industry has come.

Overall this is a decent book if you want a high-level overview of marketing but as a potential flagship product from the industry body then it falls very short of the mark. If only the editors had considered their own market then perhaps we would have been rewarded with a book packed with history, colour and style rather than a rather boring (virtually) text only hardback.
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VINE VOICEon 31 July 2012
Format: Hardcover|Vine Customer Review of Free Product( What's this? )
Somewhat more for people with a little marketing experience, this reads almost like a pitch for various disciplines within marketing, providing an introduction to several different disciplines written by marketing professionals in the field. Best chapter or essay for me by far was Chapter 7 on 'Brandaing' by Graham Hales. These aren't lightweights, by the way, these are some serious players. Graham Hales, for example, is the current CEO of Interbrand, the large branding agency. The book, being essentially a collection of essays, will not be a focused look at a specific discipline or a guide to marketing your business, but it's certainly an interesting insight into the industry. If you're interested in learning more about marketing then this is for you.

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.
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Format: Hardcover|Vine Customer Review of Free Product( What's this? )
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. It covers the history of the various topics as well as present theories and potential future trends. The book is a compilation of articles by various authors, and was useful as well as thought provoking, giving me a view of a wide range of marketing professional's thoughts about the current and future role of marketing.

Published recently in 2011, the book is set out as a series of chapters looking at all aspects of Marketing - such as Innovation, Strategy, Branding, Advertising and Public Relations.

Some of the articles are open to debate - but this is a worthwhile book, with many useful ideas, thoughts and suggestions - and certainly made me review many of my existing preconceptions. It also gave me a different perspective on some of the concepts that I learnt on my degree course.
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