The Marketing Century
How Marketing Drives Business and Shapes Society
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…
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Produktdetails
Weitere Autoren: Kourdi, Jeremy (Hrsg.)
- ISBN: 978-1-119-99359-9
- EAN: 9781119993599
- Produktnummer: 13828805
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2011
- Seitenangabe: 280 S.
- Plattform: PDF
- Masse: 2'058 KB
Über den Autor
About The Chartered Institute of Marketing The Marketing Century celebrates the work of The Chartered Institute of Marketing, the world's leading body for professional marketers. Throughout its history, the Institute's priority has been to support the development of professional marketing and marketers. This purpose has renewed vigour in the 21st Century, a time that can be fairly described as the marketing century. Now, more than ever, the Institute's purpose is to be at the heart of marketing by giving the profession a place to learn, develop and belong. For further information visit www.cim.co.uk. The contributors The Marketing Century is written by highly experienced practitioners and academics in each of the fields of marketing covered by the book. Their approach is international, insightful and proven, and in this work they highlight how each aspect of marketing is developing and, crucially, how to ensure success. The Marketing Century is edited by Jeremy Kourdi, a business writer and executive coach. During his career he has worked with a range of international organizations including HSBC, Pearson, London Business School, IMD and he was Senior Vice-President with The Economist Group.
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