Marketing Unwrapped 1st Edition by Ray Perry – Ebook PDF Instant Download/Delivery: 978-0471486947, 0471486947
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ISBN 10: 0471486947
ISBN 13: 978-0471486947
Author: Ray Perry
“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.
Table of contents:
1 THE TWENTIETH CENTURY PERSPECTIVE OF MARKETING SKILLS AND COMPETENCIES
Classical Marketing
What about the New Recruit?
The Current Marketing Environment
The Future Environment
Immediacy
Changing Demographics and the Grey Market
Borders? What Borders?
Privacy, Data Protection and Spamming
Alternative Ways of Working
Humans Replaced by Computers
Proliferation of Media
The dot.com Impact in Today’s External Environment
Which Skills do Marketers Need Today?
A SWOT of Marketers
Lack of Skills, Competencies and Training
Perception of Marketers by Finance Directors
Future Directions
Laws of the E-revolution
An Overview
2 THE CUSTOMER RELATIONSHIP MARKETER
Definition of Customer Relationship Management (CRM)
Customer Loyalty and Affinity Marketing
Brand Loyalty
What is Customer Relationship Management?
Does it Work?
Is CRM for Everyone?
Implementation
Getting it Right – And Wrong
Industry Attitudes
Managing Customer Profitability
The Golden Rules of CRM
Using the Word “Customer” Versus Being Customer-focused
What Does Customer Care Achieve?
The Concept of the “Customer”
What do Customers Want? How do they Make Purchasing Decisions?
Call Centres are Failing Customers
The Web and CRM
The Opus Group Survey
Case Study: Cable and Wireless
Communications
Benchmarks
Key Tasks in CRM
An Overview
3 THE MEDIA MARKETER
Key Issues
Top 20 Issues in Media
The Demographic Background to Today’s Media Buying Environment
The Current Situation for Media Marketers
Problems for Media Marketers
Critical Factors for Media Marketers
Mixed Media Campaigns
The Impact of Digital/the Internet
New Technological Issues
Convergence in the Connected Economy
Video on Demand (VOD)
Personal Video Records (PVR)
Broadband
Measuring Effectiveness
Relationships Between Clients and Agencies
Typical Agency Metrics
1. TV
2. Magazines
3. PR
4. The Web
5. Others
Metrics the Media Marketer Should Use
An Overview
4 THE SUPPLY CHAIN MARKETER
Defining Supply Chain Management (SCM)
Adding Value
Creating Value Through the Internet (Supplier Intranets)
The Marketer’s Perspective of SCM
Channel Relationship Building
An Overview
5 THE KNOWLEDGE MARKETER
An Overview
Defining Knowledge Management (KM)
The Academic Background
What the Surveys Say
Knowledge Management and Marketing
Isn’t KM Just Another Fad or Buzzword?
Why Do We Need It?
Innovation
Competitive Advantage
Examples of Implementation
Business Excellence
Empowerment
How Should a Marketer Approach Knowledge Creation?
Technology
Some Guidelines
The Benchmarking Process
An Overview
6 THE PARTNERSHIP MARKETER
Partnerships
Procter & Gamble and Coca-Cola
Co-operation
Examples of co-operative relationships
The Effect of the Connected Economy
Choosing Partners
The Importance of Co-operation
Relationships Between Competitors
Forming Successful Co-marketing Partnerships
Nurturing Partners
Fundamental Aspects of Business Agreements
Rules for Co-operation
Alliances
An Overview
7 THE METRICS MARKETER
Back to Business
Measuring Corporate Reputation
Intangibles
The Reputation Quotient
Lack of Accountability
What’s Wrong with Marketing?
Strategic Marketing
What should Marketing be Doing?
1. Measure Shareholder Value Added
2. Strategic Planning Cycle with Quantified Objectives
3. Objectives
4. Pan Company Resource Allocation
5. Market Segmentation
6. Customer Retention Analysis
Spend on Market Research
Does Measurement Impede Creativity?
Driving Long-term Cash Flow
1. Increasing Present Value
2. Attractiveness and Competitive Advantage
3. Scorecard
Online Measurement
Online Brands
Profitability on the Web
Measuring Web Marketing Effectiveness
Online Questionnaires
Putting it all Together
Metrics for Fictitious ple
An Overview
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