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010   $a9786613694812
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100   $a20110407d2011      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 04$aThe marketing century$b[electronic resource] $ehow marketing drives business and shapes society : The Chartered Institute of Marketing /$fedited by Jeremy Kourdi
210   $aChichester $cWiley$d2011
215   $a1 online resource (280 p.)
300   $aDescription based upon print version of record.
311   $a1-119-97414-3 
311   $a0-470-66015-5 
320   $aIncludes bibliographical references and index.
327   $aThe Marketing Century; CONTENTS; Introduction (Rod Wilkes); 1 Strategic Marketing (Don Peppers and Martha Rogers); 2 Market Segmentation (Malcolm McDonald); 3 Innovation (John Saunders and Veronica Wong); 4 Digital Marketing (Philip Sheldrake); 5 Sales and Business Development (Beth Rogers); 6 Customer Relationship Management (Merlin Stone); 7 Branding (Graham Hales); 8 Advertising (Jonathan Gabay); 9 Public Relations (Paul Mylrea); 10 Internal Marketing (Keith Glanfield); 11 Marketing and Sustainability (John Grant); 12 Social Marketing (Veronica Sharp); Index
330   $aWritten 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 mar
606   $aMarketing$xHistory
615  0$aMarketing$xHistory.
676   $a658.3124
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906   $aBOOK
912   $a9910139550703321
996   $aThe marketing century$92263411
997   $aUNINA