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White papers

white papers

Download white papers from The Chartered Institute of Marketing, The Marketer and our partners, on topics such as B2B and SME marketing, digital marketing – from social media to SEO, e-mail to mobile –

sponsorship, social marketing and professional development.


  • Customer analytics pay-off IBMBusinesses today have a plethora of customer data available from an increasing number of sources. To help organisations in their pursuit for deeper customer insight, IBM has identified four stages of organisational capabilities and associated customer analytics strategies.
  • What's new in marketing law CIMSince the Institute last published a paper on law, several new laws and regulations directly affecting marketers have appeared. However, there's a concerning lack of knowledge of these laws amongst practising marketing professionals
  • Infectious media: European RTB Insight Report Autumn 2011 Infectious mediaReal-Time Bidding (RTB) is changing the face of online display advertising.  Today, there are over 30 billion ad impressions available through RTB in the UK each Month
  • Marketing and sales fusion CIMMarketing as a discipline has its roots in sales. Over time, due to the ambitions of the new science of marketing, the two became separate and in many cases, estranged. This White Paper explains why, in our centenary year, we believe it's time for The Chartered Institute of Marketing to say mea culpa and to try and make amends
  • Emap: The continuing importance and relevance of exhibition sponsorship EmapLive events allow brands the opportunity to create a deeper level of engagement with customers
  • The Experian Guide to Marketing Agility ExperianDownload your free Experian White Paper. The Experian Guide to Marketing Agility has details of five practical steps for adapting marketing in response to changes in customer behaviour
  • What hasn't happened yet: the shape of digital to come CIMThere is an assumption that the internet opens up a world of possibilities to the customer, but in reality people tend to stick to the same five or six websites they know and trust
  • Access all areas? CIMIn difficult times small and medium-sized enterprises (SMEs) want to know there is genuine help on offer
  • The benefits and impacts of social marketing CIMSocial marketing has historically been about using commercial marketing practices, as well as techniques from other areas such as social sciences, to influence positive behavioural change for social good
  • Marketing and the Olympics CIMThe London Olympic Games and Paralympic Games Act 2006 is a restrictive piece of legislation that will prevent many companies from benefiting from associations with the London Olympics in 2012
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