The marketing century : how marketing drives business and shapes society : The Chartered Institute of Marketing

Abstract

This book celebrates 100 years of marketing, examining its development and evolution and highlighting key topics that have defined the subject in that period, and that will shape the future. 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.