{"product_id":"9781119974130","title":"The Marketing Century: How Marketing Drives Business and Shapes Society","description":"Written to celebrate the Institute's centenary, \u003ci\u003eThe Marketing Century\u003c\/i\u003e 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. \u003cp\u003eWhile \u003ci\u003eThe Marketing Century\u003c\/i\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe three forces shaping the past, present and future of marketing: globalization, technology and ethics\u003c\/li\u003e \u003cli\u003eHow people behave and connect – and how businesses can benefit from these insights\u003c\/li\u003e \u003cli\u003eThe need to manage for the long-term as well as the short-term\u003c\/li\u003e \u003cli\u003eMarketing's impact on business strategy and leadership\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eThe development of the Chartered Institute of Marketing closely reflects the growth and progress of business in general and marketing in particular. Just as marketing has developed as an activity that is highly valued, varied and vital in its contribution to business success, so the Institute’s work has expanded as an indispensable source of insight, guidance and practical support.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Marketing Century\u003c\/i\u003e provides expert analysis of some of the most significant developments in marketing of the last 100 years – and the next 100.\u003c\/p\u003e \u003cp\u003eEach chapter looks at the past, present and future of a different area of marketing, with chapters covering:\u003c\/p\u003e \u003cp\u003eStrategic Marketing (Martha Rogers and Don Peppers)\u003cbr\u003e Customer Relationship Management (Merlin Stone)\u003cbr\u003e Segmentation (Malcolm McDonald)\u003cbr\u003e Innovation (John Saunders and Veronica Wong)\u003cbr\u003e Public Relations (Paul Mylrea)\u003cbr\u003e Branding (Graham Hales)\u003cbr\u003e Advertising (Jonathan Gabay)\u003cbr\u003e Digital Marketing (Philip Sheldrake)\u003cbr\u003e Sales and Business Development (Beth Rogers)\u003cbr\u003e Sustainability (John Grant)\u003cbr\u003e Internal Marketing (Keith Glanfield)\u003cbr\u003e Social Marketing (Paul White and Veronica Sharp)\u003c\/p\u003e \u003cp\u003eEach chapter explains:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow the subject has developed\u003c\/li\u003e \u003cli\u003eWhat is currently ‘best practice’\u003c\/li\u003e \u003cli\u003eHow this aspect of marketing connects with other topics\u003c\/li\u003e \u003cli\u003eThe influences and trends shaping the future\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47120110420208,"sku":"9781119974130","price":38.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781119974130_p0.jpg?v=1763697513","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781119974130","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}