The Marketing Century - How Marketing Drives Business and Shapes Society

This book celebrates 100 years of marketing, examining its development and evolution and highlighting key topics that have defined the subject in that period, and that will shape the future.

The Chartered Institute of Marketing (CIM) is the leading international body for marketing and business development. Each year they help over 50,000 people at every stage of their career with training, qualifications and resources, as well as enabling leading businesses to get the most from their marketing people. They are committed to delivering world-class support to equip marketers with the knowledge and tools they need to stay ahead and excel in the marketing profession.

In 2011 they celebrate their centenary.

The book will follow a thematic structure, with each chapter focusing on different themes, written by different experts, with the intention of covering the evolution and future development of specific areas. Each will be illustrated by classic campaigns and case studies.

Jeremy Kourdi has captured the thoughts and ideas of highly regarded leaders in the field for each theme, as follows:

* Strategic Marketing – Martha Rogers and Don Pepper
* Segmentation – Malcolm McDonald
Customer Relationship Management – Professor Merlin Stone
* Sales and Business Development – Beth Rogers
* Innovation – John Saunders and Veronica Wong
* Internal Marketing – John Saunders
* Public Relations – Jay O’Connor
* Digital Marketing – Philip Sheldrake
* Branding – Rita Clifton
* Advertising – Jonathan Gabay
* Sustainability – John Grant
* Social Marketing – Paul White and Veronica Sharp

A separate section on the history of the Institute will form the end of the book, covering key moments and milestones, covering how marketing in the UK has evolved and the role The Institute played in this.

This book is highly relevant for all marketers at any stage of their career – not just for CIM students or qualified marketers.