The marketing century : how marketing drives business and shapes society : The Chartered Institute of Marketing PDF
Preview The marketing century : how marketing drives business and shapes society : The Chartered Institute of Marketing
ftoc.indd vi 1/25/2011 5:20:15 PM THE MARKETING CENTURY ffirs.indd i 1/25/2011 5:20:15 PM ffirs.indd ii 1/25/2011 5:20:15 PM THE MARKETING CENTURY HOW MARKETING DRIVES BUSINESS AND SHAPES SOCIETY THE CHARTERED INSTITUTE OF MARKETING EDITED BY JEREMY KOURDI A John Wiley & Sons, Ltd., Publication ffirs.indd iii 1/25/2011 5:20:15 PM This edition first published in 2011 Copyright © 2011 The Chartered Institute of Marketing Registered offi ce John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. ISBN 978-0-470-66015-7 (hardback), ISBN 978-1-119-99359-9 (ebk), ISBN 978-1-119-97413-0 (ebk), ISBN 978-1-119-97414-7 (ebk) A catalogue record for this book is available from the British Library. Typeset in 10/14.5 pt FF Scala by Toppan Best-set Premedia Limited, Hong Kong Printed in Great Britain by TJ International Ltd, Padstow, Cornwall, UK ffirs.indd iv 1/25/2011 5:20:15 PM CONTENTS Introduction (Rod Wilkes) 1 1 Strategic Marketing (Don Peppers and Martha Rogers) 19 2 Market Segmentation (Malcolm McDonald) 27 3 Innovation (John Saunders and Veronica Wong) 51 4 Digital Marketing (Philip Sheldrake) 71 5 Sales and Business Development (Beth Rogers) 95 6 Customer Relationship Management (Merlin Stone) 115 7 Branding (Graham Hales) 139 8 Advertising (Jonathan Gabay) 169 9 Public Relations (Paul Mylrea) 183 10 Internal Marketing (Keith Glanfi eld) 203 11 Marketing and Sustainability (John Grant) 225 12 Social Marketing (Veronica Sharp) 241 Index 265 ftoc.indd v 1/25/2011 5:20:15 PM ftoc.indd vi 1/25/2011 5:20:15 PM INTRODUCTION TO THE MARKETING CENTURY Rod Wilkes , C hief Executive, the Chartered Institute of Marketing cintro.indd 1 1/25/2011 3:28:29 PM 2 THE MARKETING CENTURY Rod Wilkes is Chief Executive of The Chartered Institute of Marketing, the leading international professional marketing body with approximately 50,000 members worldwide. cintro.indd 2 1/25/2011 3:28:29 PM
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