THE MARKETING CENTURY HOW MARKETING DRIVES BUSINESS AND SHAPES SOCIETY

• Other Authors: Kourdi, Jeremy (Editor)
• Format: Book
• Language: English
• Published: Chichester, England Wiley 2011
• Subjects: Chartered Institute of Marketing > History; Marketing > History
• Online Access: Click Here to View Status and Holdings.

 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.