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[중고] THE MARKETING CENTURY - HOW MARKETING DRIVES BUSINESS AND SHAPES SOCIETY
- Jeremy Kourdi (엮은이)John Wiley & Sons2011-03-28
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- [중고] THE MARKETING CENTURY - HOW MARKETING DRIVES BUSINESS AND SHAPES SOCIETY
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Written 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 marketing: globalization, technology and ethics
* How people behave and connect - and how businesses can benefit from these insights
* The need to manage for the long-term as well as the short-term
* Marketing's impact on business strategy and leadership
The 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.
The 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.
