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Marketing Unwrapped

  • ID: 2330064
  • Book
  • September 2001
  • 224 Pages
  • John Wiley and Sons Ltd
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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.
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Foreword By: Sir. George Bull.


The Twentieth Century Perspective of Marketing Skills and Competencies.

The Customer Relationship Marketer.

The Media Marketer.

The Supply Chain Marketer.

The Knowledge Marketer.

The Partnership Marketer.

The Metrics Marketer.

Appendix: Skills Level Analysis Process.

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Ray Perry
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