Marketing Unwrapped

Product Description

Nobody in business can have escaped the shift towards customer focus. Today's marketer must be the people's champion. Yet to be taken seriously at board level marketing must also be accountable. Alongside inspiration and ideas must come rigour and results. Combining these elements requires integration with, and understanding of, other departments, as well as the development of new skills and enhanced competences.

This book 'unwraps' the various aspects of modern marketing. Ray Perry, Marketing Director of the CIM, maps each facet of marketing in the context of the wider organisation and highlights the key requirements for success. The result is a matrix that breaks down relationships and roles, showing clearly the range of activities involved and creating a blueprint for marketing excellence.

From relationship marketer to metrics marketer, and from product manager to brand builder, all the essential skills, responsibilities and competences required to survive and prosper in marketing can be found here in one complete, up-to-date resource.

It is, quite simply, Marketing Unwrapped.
Product Details

* Amazon Sales Rank: #2924093 in Books
* Published on: 2001-11-12
* Original language: English
* Number of items: 1
* Binding: Paperback
* 224 pages

Editorial Reviews

From the Inside Flap
"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 1/4 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

"A book that acknowledges marketers need to integrate with every aspect of business is a rare find. One which tells them how to do it is even rarer." —Mark Flanders, Chief Executive, The Communications Team

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, Chartered Institute of Marketing

From the Back Cover
Nobody in business can have escaped the shift towards customer focus. Today's marketer must be the people's champion. Yet to be taken seriously at board level marketing must also be accountable. Alongside inspiration and ideas must come rigour and results. Combining these elements requires integration with, and understanding of, other departments, as well as the development of new skills and enhanced competences.

This book 'unwraps' the various aspects of modern marketing. Ray Perry, Marketing Director of the CIM, maps each facet of marketing in the context of the wider organisation and highlights the key requirements for success. The result is a matrix that breaks down relationships and roles, showing clearly the range of activities involved and creating a blueprint for marketing excellence.

From relationship marketer to metrics marketer, and from product manager to brand builder, all the essential skills, responsibilities and competences required to survive and prosper in marketing can be found here in one complete, up-to-date resource.

It is, quite simply, Marketing Unwrapped.

About the Author
RAY PERRY has a BA in Business Studies, a Diploma in Marketing and studied his MBA at Henley Management College. He has been working as a professional marketer for 20 years, on a wide range of household named brands.

He is currently CEO of the E Centre and Director of Marketing at the Chartered Institute of Marketing (CIM), and a Fellow of CIM, the RSA, and a Worshipful Marketer of the City of London. He is a panellist for the Sunday Times Enterprise Network in the UK and marketing spokesman on many radio and TV programmes.