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简介
Summary:
Publisher Summary 1
"Key skills for marketers in the 21st century, which we have now cautiously embarked upon, conjures up images of great technological advances, of a world utterly transformed, a world perhaps ultimately dominated by Artificial Intelligence. This book thankfully does not indulge in the whole "what might be" debate, but instead sensibly takes a long hard look at where marketing stands today, setting out the key skills marketers must master to succeed over the next decade or so.
Written by CIM's Director of Marketing, Ray Perry, in a very accessible, sometimes amusing manner, the book outlines the evolution of marketing basics in the 20th century before swiftly moving on to the issues that face the 21st century marketer. These range from the proliferation of media and the choices this now presents the marketer, to consumers' concerns over privacy and data protection. These and other key themes are outlined, demonstrating how they will impact and shape the marketing function. What becomes clear is that in order to succeed in the future, "marketers will need to be flexible, adaptable and multi-skilled". Pan-marketing, measuring metrics, knowledge management, CRM and integrated supply chain management will all be important, and it is likely many of them will become specialist marketing roles in their own right.
The case for each role is argued well and supported by a range of well-researched figures and examples, before giving sound advice on how to execute the role. The chapters on the media marketer and metrics marketer are particularly good. Key skills and competencies are laid out with a useful summary of things to remember.The book will help today's marketers face up to the challenges of the 21st century, and help them develop the marketing skills they need for the new connected economy." --John Ling, The Chartered Institute of Marketing
"Ray Perry looks at the wider perspective of new marketing and identifies key success factors - a good read for all marketers" --Andy Jones, Marketing Operations Director, Vauxhall Motors
"To business people this is a breath of fresh air, a disciplined and data driven approach to marketing" --Raoul Pinnell, VP Global Brands Communications, Shell International
"Marketing Unwrapped captures the key issues and challenges facing marketers today and the wider skill set required as marketing increasingly becomes a boardroom issue." --Debbie Brown, Head of Marketing Communications BT plc
The marketing function has long striven to be taken seriously at board level. Much work has been undertaken in recent years to measure the effectiveness of marketing and to make it accountable at 'the bottom line'. However, if marketing is really to find its place at the top of an organization, marketers themselves need to understand and develop some core skills to give credence to their positions.
Marketing Unwrapped literally unwraps the role of today's marketer. Ray Perry creates a blueprint for each facet of the marketer's role in relationship to an organization and highlights the key skills, knowledge, disciplines and competencies necessary for marketers to succeed. Compiled in the form of a matrix, this book unwraps the role of a marketer and introduces the range of 'co-functions' from relationship marketer to metrics marketer that the marketer will need to master to succeed in business in the future.
This step-by-step guide to developing your own portfolio of skills will give you the confidence to sit at board level with a holistic understanding of the workings of business in general, and a clear idea of the difference you in your marketing capacity can make.
目录
Table Of Contents:
Foreword ix
Sir George Bull
Introduction 1(12)
The Twentieth Century Perspective of Marketing Skills and Competencies 13(32)
Classical Marketing 15(3)
What about the New Recruit? 18(2)
The Current Marketing Environment 20(9)
The Future Environment 20(3)
Immediacy 23(1)
Changing Demographics and the Grey Market 23(2)
Borders? What Borders? 25(1)
Privacy, Data Protection and Spamming 25(1)
Alternative Ways of Working 26(1)
Humans Replaced by Computers 27(1)
Proliferation of Media 27(2)
The dot.com Impact in Today's External Environment 29(1)
Which Skills do Marketers Need Today? 29(1)
A SWOT of Marketers 30(1)
Lack of Skills, Competencies and Training 31(6)
Perception of Marketers by Finance Directors 35(2)
Future Directions 37(1)
Laws of the E-revolution 38(3)
An Overview 41(4)
The Customer Relationship Marketer 45(40)
Definition of Customer Relationship Management (CRM) 47(1)
Customer Loyalty and Affinity Marketing 47(2)
Brand Loyalty 49(1)
What is Customer Relationship Management? 50(3)
Does it Work? 52(1)
Is CRM for Everyone? 53(1)
Implementation 54(3)
Getting it Right - And Wrong 57(2)
Industry Attitudes 58(1)
Managing Customer Profitability 59(1)
The Golden Rules of CRM 60(1)
Using the Word ``Customer'' Versus Being Customer-focused 61(1)
What Does Customer Care Achieve? 62(1)
The Concept of the ``Customer'' 63(1)
What do Customers Want? How do they Make Purchasing Decisions? 64(1)
Call Centres are Failing Customers 65(2)
The Web and CRM 67(1)
The Opus Group Survey 67(3)
Case Study: Cable and Wireless 70(1)
Communications 71(1)
Benchmarks 72(1)
Key Tasks in CRM 73(2)
An Overview 75(10)
The Media Marketer 85(26)
Key Issues 86(3)
Top 20 Issues in Media 87(2)
The Demographic Background to Today's Media Buying Environment 89(5)
The Current Situation for Media Marketers 91(1)
Problems for Media Marketers 92(1)
Critical Factors for Media Marketers 93(1)
Mixed Media Campaigns 94(2)
The Impact of Digital/the Internet 96(1)
New Technological Issues 96(3)
Convergence in the Connected Economy 96(1)
Video on Demand (VOD) 97(1)
Personal Video Records (PVR) 97(1)
Broadband 98(1)
Measuring Effectiveness 99(1)
Relationships Between Clients and Agencies 100(1)
Typical Agency Metrics 100(2)
TV 100(1)
Magazines 101(1)
PR 101(1)
The Web 102(1)
Others 102(1)
Metrics the Media Marketer Should Use 102(2)
An Overview 104(7)
The Supply Chain Marketer 111(16)
Defining Supply Chain Management (SCM) 112(1)
Adding Value 113(3)
Creating Value Through the Internet (Supplier Intranets) 116(1)
The Marketer's Perspective of SCM 117(3)
Channel Relationship Building 120(2)
An Overview 122(5)
The Knowledge Marketer 127(28)
An Overview 128(1)
Defining Knowledge Management (KM) 129(1)
The Academic Background 129(1)
What the Surveys Say 130(2)
Knowledge Management and Marketing 132(2)
Isn't KM Just Another Fad or Buzzword? 134(1)
Why Do We Need It? 135(1)
Innovation 136(1)
Competitive Advantage 137(4)
Examles of Implementation 137(3)
Business Excellence 140(1)
Empowerment 140(1)
How Should a Marketer Approach Knowledge Creation? 141(5)
Technology 142(2)
Some Guidelines 144(2)
The Benchmarking Process 146(2)
An Overview 148(7)
The Partnership Marketer 155(22)
Partnerships 156(2)
Procter & Gamble and Coca-Cola 157(1)
Co-opertition 158(2)
Examples of co-operative relationships 159(1)
The Effect of the Connected Economy 160(1)
Choosing Partners 160(2)
The Importance of Co-operation 162(1)
Relationships Between Competitors 163(1)
Forming Successful Co-marketing Partnerships 164(1)
Nurturing Partners 165(1)
Fundamental Aspects of Business Agreements 166(2)
Rules for Co-operation 168(1)
Alliances 169(2)
An Overview 171(6)
The Metrics Marketer 177(34)
Back to Business 179(1)
Measuring Corporate Reputation 180(1)
Intangibles 181(2)
The Reputation Quotient 183(3)
Lack of Accountability 186(1)
What's Wrong with Marketing? 187(1)
Strategic Marketing 188(2)
What should Marketing be Doing? 190(3)
Measure Shareholder Value Added 191(1)
Strategic Planning Cycle with Quantified Objectives 191(1)
Objectives 192(1)
Pan Company Resource Allocation 192(1)
Market Segmentation 192(1)
Customer Retention Analysis 193(1)
Spend on Market Research 193(1)
Does Measurement Impede Creativity? 193(1)
Driving Long-term Cash Flow 194(2)
Increasing Present Value 194(1)
Attractiveness and Competitive Advantage 195(1)
Scorecard 195(1)
Online Measurement 196(1)
Online Brands 197(1)
Profitability on the Web 198(2)
Measuring Web Marketing Effectiveness 200(3)
Online Questionnaires 203(1)
Putting it all Together 204(4)
Metrics for Fictitious plc 204(4)
An Overview 208(3)
Appendix: Skills Level Analysis Process 211(2)
Index 213
Foreword ix
Sir George Bull
Introduction 1(12)
The Twentieth Century Perspective of Marketing Skills and Competencies 13(32)
Classical Marketing 15(3)
What about the New Recruit? 18(2)
The Current Marketing Environment 20(9)
The Future Environment 20(3)
Immediacy 23(1)
Changing Demographics and the Grey Market 23(2)
Borders? What Borders? 25(1)
Privacy, Data Protection and Spamming 25(1)
Alternative Ways of Working 26(1)
Humans Replaced by Computers 27(1)
Proliferation of Media 27(2)
The dot.com Impact in Today's External Environment 29(1)
Which Skills do Marketers Need Today? 29(1)
A SWOT of Marketers 30(1)
Lack of Skills, Competencies and Training 31(6)
Perception of Marketers by Finance Directors 35(2)
Future Directions 37(1)
Laws of the E-revolution 38(3)
An Overview 41(4)
The Customer Relationship Marketer 45(40)
Definition of Customer Relationship Management (CRM) 47(1)
Customer Loyalty and Affinity Marketing 47(2)
Brand Loyalty 49(1)
What is Customer Relationship Management? 50(3)
Does it Work? 52(1)
Is CRM for Everyone? 53(1)
Implementation 54(3)
Getting it Right - And Wrong 57(2)
Industry Attitudes 58(1)
Managing Customer Profitability 59(1)
The Golden Rules of CRM 60(1)
Using the Word ``Customer'' Versus Being Customer-focused 61(1)
What Does Customer Care Achieve? 62(1)
The Concept of the ``Customer'' 63(1)
What do Customers Want? How do they Make Purchasing Decisions? 64(1)
Call Centres are Failing Customers 65(2)
The Web and CRM 67(1)
The Opus Group Survey 67(3)
Case Study: Cable and Wireless 70(1)
Communications 71(1)
Benchmarks 72(1)
Key Tasks in CRM 73(2)
An Overview 75(10)
The Media Marketer 85(26)
Key Issues 86(3)
Top 20 Issues in Media 87(2)
The Demographic Background to Today's Media Buying Environment 89(5)
The Current Situation for Media Marketers 91(1)
Problems for Media Marketers 92(1)
Critical Factors for Media Marketers 93(1)
Mixed Media Campaigns 94(2)
The Impact of Digital/the Internet 96(1)
New Technological Issues 96(3)
Convergence in the Connected Economy 96(1)
Video on Demand (VOD) 97(1)
Personal Video Records (PVR) 97(1)
Broadband 98(1)
Measuring Effectiveness 99(1)
Relationships Between Clients and Agencies 100(1)
Typical Agency Metrics 100(2)
TV 100(1)
Magazines 101(1)
PR 101(1)
The Web 102(1)
Others 102(1)
Metrics the Media Marketer Should Use 102(2)
An Overview 104(7)
The Supply Chain Marketer 111(16)
Defining Supply Chain Management (SCM) 112(1)
Adding Value 113(3)
Creating Value Through the Internet (Supplier Intranets) 116(1)
The Marketer's Perspective of SCM 117(3)
Channel Relationship Building 120(2)
An Overview 122(5)
The Knowledge Marketer 127(28)
An Overview 128(1)
Defining Knowledge Management (KM) 129(1)
The Academic Background 129(1)
What the Surveys Say 130(2)
Knowledge Management and Marketing 132(2)
Isn't KM Just Another Fad or Buzzword? 134(1)
Why Do We Need It? 135(1)
Innovation 136(1)
Competitive Advantage 137(4)
Examles of Implementation 137(3)
Business Excellence 140(1)
Empowerment 140(1)
How Should a Marketer Approach Knowledge Creation? 141(5)
Technology 142(2)
Some Guidelines 144(2)
The Benchmarking Process 146(2)
An Overview 148(7)
The Partnership Marketer 155(22)
Partnerships 156(2)
Procter & Gamble and Coca-Cola 157(1)
Co-opertition 158(2)
Examples of co-operative relationships 159(1)
The Effect of the Connected Economy 160(1)
Choosing Partners 160(2)
The Importance of Co-operation 162(1)
Relationships Between Competitors 163(1)
Forming Successful Co-marketing Partnerships 164(1)
Nurturing Partners 165(1)
Fundamental Aspects of Business Agreements 166(2)
Rules for Co-operation 168(1)
Alliances 169(2)
An Overview 171(6)
The Metrics Marketer 177(34)
Back to Business 179(1)
Measuring Corporate Reputation 180(1)
Intangibles 181(2)
The Reputation Quotient 183(3)
Lack of Accountability 186(1)
What's Wrong with Marketing? 187(1)
Strategic Marketing 188(2)
What should Marketing be Doing? 190(3)
Measure Shareholder Value Added 191(1)
Strategic Planning Cycle with Quantified Objectives 191(1)
Objectives 192(1)
Pan Company Resource Allocation 192(1)
Market Segmentation 192(1)
Customer Retention Analysis 193(1)
Spend on Market Research 193(1)
Does Measurement Impede Creativity? 193(1)
Driving Long-term Cash Flow 194(2)
Increasing Present Value 194(1)
Attractiveness and Competitive Advantage 195(1)
Scorecard 195(1)
Online Measurement 196(1)
Online Brands 197(1)
Profitability on the Web 198(2)
Measuring Web Marketing Effectiveness 200(3)
Online Questionnaires 203(1)
Putting it all Together 204(4)
Metrics for Fictitious plc 204(4)
An Overview 208(3)
Appendix: Skills Level Analysis Process 211(2)
Index 213
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