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The Marketer is the official magazine of The Chartered Institute of Marketing.

The Institute offers marketing training and qualifications, including a continuing professional development (CPD) programme leading to Chartered Marketer status. Read more about training and qualifications.

On the Institute's website members can access an archive of articles from the press, case studies, directories, market reports and other resources at the Marketing Resources, find out more about what's on for marketers and purchase course books and more at the marketing shop.

Contact the Institute in the UK, its overseas branches or market interest groups for more information for members, or contact the membership department to find out how to join.

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100 years of marketing

The Marketing Century

Written to celebrate the Institute’s centenary, The Marketing Century describes the years since 1911 and looks ahead to the 21st century, a time when understanding and connecting with customers is more complex and potentially valuable than ever.

 

The book explains how marketing has developed and how its various aspects contribute to performance – what it is that great marketers do, and how the discipline of marketing may develop in future.

 

The Marketing Century identifies three forces shaping the past, present and future of marketing: globalisation; technology; and ethics. The book considers the way in which people now behave and connect, the need to manage marketing for the long term as well as the short term, and how all this affects business strategy.

 

The past 100 years have seen the impact of marketing deepen, the book argues. It has grown in scope and significance, engaging more people than ever before. The development of The Chartered Institute of Marketing closely reflects this growth and progress of marketing and of business in general, the book explains. 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.

 

The Marketing Century provides expert analysis of some of the most significant developments in marketing in the past 100 years – and of predictions for the next century. Each chapter looks at the past, present and future of a different area of marketing, covering:

 

1. Strategic Marketing (Martha Rogers and Don Peppers, Peppers & Rogers Group)

 

2. Segmentation (Professor Malcolm McDonald)

 

3. Innovation (Professors John Saunders and Veronica Wong)

 

4. Digital Marketing (Philip Sheldrake)

 

5. Sales and Business Development (Beth Rogers)

 

6. Customer Relationship Management  (Professor Merlin Stone)

 

7. Branding (Graham Hales, managing  director, Interbrand London)

 

8. Advertising (Jonathan Gabay)

 

9. Public Relations (Paul Mylrea, head of  press and media relations, BBC)

 

10. Internal Marketing (Keith Glanfield)

 

11. Marketing and Sustainability (John Grant)

 

12. Social Marketing (Paul White and Veronica Sharp)

 

For more details or to purchase a copy, visit www.cim.co.uk/shop