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+44 (0)1628 427427 www.cim.co.uk/shop [email protected]
omorrow s wor
Shapetheagenda
Tomorrows wordRe-evaluatingtheroleomarketing
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Everything changes
Thoseousworkinginmarketingbackinthatlonghotsummero
1976willbeabletorecallaverydierentworldromtoday.
Ontheinternationalstagetherewereriotsinaracially-dividedSouth
Arica;ChairmanMao,theounderoCommunistChina,passed
awaypeaceully;andBritainwenttowarwithIcelandovercod.
Concordecompleteditsrstcommercialfight,BjornBorgwonthe
rstoveconsecutiveWimbledontitles,andanewmusicgenre
calledpunkbegantoshakeupthemusicscene.
IBMbroughtouttherstlaserprinter,andAppleComputerswasounded,launching
itsAppleIImicrocomputer,oneotherstandmostsuccessulpersonalcomputersor
PCstheollowingyear.
Someoyoureadingthismaynotevenhavebeenbornin1976;ndingaworldothree
TVchannels,xedphonelines,andnoPCs,internetoremailacompletelyalienand
unnaturallandscape.
Yetitwasin1976thatTheCharteredInstituteoMarketinglastdenedwhatmarketing
is:Marketingisthemanagementprocessresponsibleoridentiying,anticipatingand
satisyingcustomerrequirementsprotably.
Whilstthisdenitionhasservedusaithullyorover30years,webelievethattheworld
marketersnowinhabithasundamentallychanged,andboththerolemarketingplays
anditsdenitionneedtobeexaminedaresh.
Withmassivetechnologicalchanges,globalisation,andthespreadomarketingtechniquesintonewareas,suchasthepublicsector,marketinghasundergone
enormouschangesoverthelast30years.Iitistoremainrelevantinthe21stcentury,
theproessionneedstoreassessitsroleinbusinessandsociety,andredenewhatwe
meanbymarketing.
OurlatestAgendaPaper,Tomorrows Word,aimstoopenupdebateonthesubject,so
letusknowyourthoughtsontheroleomarketinggoingorwardandoursuggestednew
denitionomarketing.
David Thorp
DirectoroResearch
andInormation
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Tomorrows WordRe-evaluating the role o marketing
agenda |tomorrows word
Executive summaryWhatstheroleomarketing?Itseemsanobviousquestion,
butchoosingoneansweriselusiveandlikelytobe
incomplete.Astheproessionhasbecomemorediverse,the
balanceopowerhasshitedinavourothecustomer,who
nowhasmorecontrolotherelationshipthaneverbeore
thankstotechnology.Astheroleothecustomerhasaltered,
sotootheroleomarketingneedstochangeinresponse.
Marketinghasbecomemoresophisticatedandyetitsstatus
withthecustomerandtherestobusinesshasneverbeen
lower.Complicatingthisisanincreasingdividebetweenthe
thoughtsoacademicsandtheexperiencesopractitioners.
Toaddressthis,TheCharteredInstituteoMarketingwantsto
openupthedebateaboutwhattheroleomarketingshould
be,andhowitcanmoveorwardasaproession.
Oneproposalistosub-dividemarketingintospecialisms.This
wouldenablemarketerstobecomeexpertsintheireld,rather
thanbeingexpectedtobeall-roundersandthencriticisedor
notunderstandingaparticularpartothebusiness.
WealsowanttoreconsiderTheCharteredInstituteo
Marketingsdenitionomarketing.Thecurrentdenitionthemanagementprocessresponsibleoridentiying,
anticipatingandsatisyingcustomerrequirementsprotably
is30yearsoldandweproposethatitisnolongertor
purpose.Tomorrows Wordoersanewdenitionthatplaces
valueromcustomer-centricityattheheartomarketing,whilst
acknowledgingtheincreasingrelevanceomarketingornot-
or-protandpublicsectororganisations.
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Recentresearchcommissionedby
TheCharteredInstituteoMarketing
showsthatover85%oUK
marketersagreethatmarketinghas
unquestionablychangedinthelast
30years.Thediversityosector
protornotorprot,privateor
publicismatchedonlybythe
diversityorole.Product/service
sellerorsocialandenvironmental
infuencer?Researcheror
communicator?Statistician,
technologistorlegalspecialist?
Innovatororbrandexpert?
Forsomeacademicsand
practitioners,marketinghas
becomeapredominantlyservice-
basedrole.Othersseetherisein
globalisationandtechnologyas
providingaprolierationonew
toolstoequipmarketersintheir
battletogainattention.Ismarketing
acorestrategythateveryoneinthe
companyshouldbeengagedin,ratherthanmerelythemarketing
departmentorhasitlargely
becomeapromotionaldiscipline,
withmuchoitsterritorystolenrom
underitsnosebyFinanceandHR?
Owingtotechnology,the
customerhasargreater
controloverrelationships,more
choiceoverchannels,andcan
demandbetterservice.Whenlet
unhappy,customerscaninstantly
communicatetheirdissatisaction
tolargegroupsopeoplevia
blogsandsocialnetworkingsites.
Boycottsocompaniescanbe
organisedmoreeectively,andthe
issuescanbecommunicatedto
potentiallyunlimitednumberso
people.
Compoundingthesechanges,
thereisstillamisconceptioninthe
widerbusinessworldaboutwhat
marketingisandwhatitdoes.Paul
FieldoTheFieldOrganisation
pointsouthowmarketinghas
becomesynonymouswith
advertisingandpromotion;Philip
Kotlernotedmanyyearsback
thatmarketingseemsmoreand
moretoocusonjustoneP.
[Source:CorrespondencewithTheCharteredInstituteoMarketings
ResearchandInormation
DepartmentCWRI].
ConsidertheviewoJonathon
Porrittwidelyread,widelytrusted
andoneothemostinfuential
mediacommentatorsonbusiness
andgovernmentalactivity.For
ONE: A view o the world
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thanisneeded,andpersuading
peopletoconsumemore.
Whetherwelikeitornot,this
misconceptionowhatmarketing
isanddoesisbecoming
commonplace.Asksomeone
atrandomwhatmarketingis
andyourelikelytoheareithera
sales-basedorcommunications
description,orasatiricaldiatribe
aboutitbeingtheartopersuading
peopletopartwiththeircashor
productstheydontreallywant
orneed,andthencomeback
ormoreothesame.Manyo
thecustomersthatweclaimto
understandandbuildrelationships
with,thinkthatmarketingis
largelyacommunications-led
discipline,andoperatingonlyatthe
promotionalendothebusiness
spectrum.
Whyisthis?Why,whenthereis
increasingevidencethatmarketing
isavalue-creatingpartothe
Owing to technology,
the customer has argreater control over
relationships, more choice
over channels, and can
demand better service.
Porritt,thecumulativeimpacto
billionsocorporatedollars,spent
marketingtheirproducts,year
ateryearateryear,stimulating,
reinorcingandexacerbating
peoplesconsumeristantasies,
isalmostwhollypernicious.
[Source:CWRI].Otenatthis
point,marketerswillrespondwith
anargumentaboutmarketing
beinganeutralproessionthat
canbeusedorgoodorbad
purposes.Porritthasdiculties
withthis,becauseregardlesso
howneutralthetheorymaybe,
todaysmarketingspend(whichis
obviouslydierentrommarketing
asaproession)constitutesa
majorimpedimenttoachievinga
moresustainablesociety.[Source:
CWRI.]
Needlesstosay,wedont
entirelyagreewithPorritts
provocativestance.Yethisviews
arerepresentativeoashitin
societyagainstcommoditisation,
commercialisationand
consumption.Thisnewstanceis
slowlybuildingupinthecollective
consciousnessomanypeople.
Asitismarketerswhoareseen
aspropagatingthatincrease
inconsumption,weneedto
acttoshowthatmarketingis
notjustaboutgeneratingmore
commodities,oeringmorechoice
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business,andcancontributetothe
strategicdirectionoacompany,
istheresuchagapbetween
therealityandtheperceptiono
marketing?Andhowshouldwe
denemarketingsrole?
Wewanttosuggestsomeoptions
thatareprovocative,butwebelieve
arevitalitheproessionisto
achieveincreasedrespectromthe
publicandgreaterstatuswithin
business.
MarketerLaurieYoungalertsus
totheactthatsomeothemost
widelyusedmarketingtechniques
areoutdatedandmaybesending
marketersinwrongdirections.
Manyothebasicconceptstaught
bymarketingacademics,suchas
theAnsomatrixandAIDA,are
dubiousandcancausemistakes
inotproperlyunderstood.This
ispartlyduetotheactthat
marketingwascodiedduringthe
managementscienceexcesses
othe1960sand1970s,andpartly
becausemanynotablemarketing
academicswereeconomistsby
background,whereasmarketing
ismoreabehaviouralactivity.
[Source:CWRI.]
AIDA,orinstance,wasdeveloped
in1924inabooktitledPsychology
o Selling Lie Insurance,beore
televisionormassradiowere
invented.AccordingtoYoung,it
hasneverbeenproperlytested
orsubstantiatedinamarketing
context.Yetweassumeairly
unquestioninglythatAIDAisa
useulmarketingtool.
Similarly,theAnsomatrixwas
basedontheacquisitionstrategies
omanuacturingcompaniesin
Chicagointhe1930s.Itwas
designedtogotoinnityin
bothdirections,andithasbeen
vastlysimpliedintothe2x2
matrixweseetoday.Perhaps
itsrelevanceanduseulnessto
21stcenturyservice,mediaand
virtualcompaniesshouldbemore
undamentallyquestioned?asks
Young.
StephenBrown,Proessor
oMarketingResearchatthe
UniversityoUlster,alsoalludesto
agapbetweenoutmodedorms
otheory,andtherealityo21st
centurymarketing.ForBrownthere
isanever-growingschismbetween
marketingpracticeandmarketing
academia.Academicsincreasingly
talktothemselves,Brownalleges,
andpractitionerslooktosel-styled
guruswithplatitudesorsale.This
deepeningdividecantbegoodor
oureld.[Source:CWRI].
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Torestoreaithbetween
practitionersandacademicsand
ocustherestobusinessonwhat
marketingis(andwhatitisnt),The
CharteredInstituteoMarketings
ResearchandInormationteam
suggeststhatweneedanewrole
proleormarketing.
Anydisciplinesplitsintospecialisms
asitbecomesmoresophisticated
andmoreknowledgeaccrues.A
scientistintheRenaissancewould
notdrawdistinctionbetween
chemistry,biologyorphysics;
heorshewouldalsodraw,paint
anddissect.Today,thosethree
disciplineshaveurthersub-divided
intohundredsospecialismsrom
astrophysicstozoology.
Considerthelawproession.Asit
becomessubdividedintoamily,
criminal,probateandcompany
law,theproessionitselandthe
sub-disciplinesareenhanced
byhavingclearlydelineatedrole
proles.Noonewantstheirlawyer
tobejackoalltrades,andno
lawyercouldsucceedbytryingto
beso.Marketingasaunctionmay
nowbeatthepointwhereitcould
benetromsimilarsub-divisions.
Increasingly,itsdicultora
marketertoattempttobeexpertin
alltheareaswecurrentlydeneas
marketing.Oneotheproblems
withthestatusomarketingisthat
acreativemarketeriscriticised
ornotbeingsucientlymetrics-
oriented;whereasagoodnumber-
cruncherisalsoexpectedtobea
disruptivethinker.
Intheuture,marketerscouldollow
oneothreebroadpaths:
Science.R&D,segmentation,
research,analysis,statistics,web
strategy,metrics,technology,data
andinormation.
Arts.Branding,advertising,
communications.Bymaking
thisareadiscrete,wereplace
thedisadvantageothisarea
beingperceivedasthewholeo
marketing,withtheadvantageoit
beingregardedasaspecialism.
TWO: A new role
Marketing as a unction
may now be at the point
where it could beneft
rom sub-divisions.
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Humanities.Social,ethical,cause-
related,not-or-prot,triplebottom
line.Includesbusinesssustainability,
publicsectorandsocialmarketing.
Thesewouldbespecialismsthat
theinterestedstudentwould
pursueasunitsontheirbroader
marketingcourse,andwould
useastheoundationtodevelop
theirowndetailedknowledgeand
understanding.
Socialmarketing,orexample,could
becomeaprominentcareerchoice
ormanymarketersoverthenext
30years.Thereisalargegroupo
peoplewhowouldbedrawntothis
asacareerpath,wereitnotorthe
publicandprivatemisconceptions
thatmarketingcurrently
conveys.TheUKgovernmentis
attheorerontorecognisinghow
marketingprinciplesromtheprivate
sectorcouldbeobenettolocal
authorities,NHStrustsandother
publicbodies.Forthemarketing
proession,thisrepresentsa
hugeopportunityoruturecareer
choices.Byclearlydelineating
thecreativesideomarketing,
thescienticside,andwhatwe
proposetocallthehumanities
side,whichwouldincludenot-or-
protandsocialmarketing,wecan
starttobreakdownsomeothe
misunderstandingsaboutmarketing.
Thesuccessulmarketeroten
needstobearightbraincreative
aswellasaletbrainscientist.
Thisisacomplexbalancingact
andbyaddressingtheneedto
separatetheareasintospecialisms,
thecomplexityotherolemight
begintobemorerecognisedthan
itistoday.Inourmarketingtraining,
weneedtoemphasisethisand
enablemarketerstospecialisein
areaswheretheywanttobuild
theircareer,thenaddoptionsthat
addressareaswheretheyarenot
naturallystrong.
Oneothereasonsmarketing
islessrespectedthanother
businessunctionsistheclaimthat
marketersdontunderstandother
partsothebusiness.Bystudying
aspecialism,insteadoever-more
advancedlevelsomarketing,the
socialmarketer,thecommunicator,
theresearcherorthethinkerhas
timetolearnandunderstandhow
therestobusinessworks.That
makesyoumoreboard-riendlyas
wellasbeingbetteratthejob.It
alsomeansmarketerswouldbe
betterpreparedorjobsthatare
currentlyseenasnon-marketing
roles.
Intheuture,youwontstudy
marketingassuch.Aterabasic
groundingintheconceptsand
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practicesomarketing,youopt
tostudyoneothethreesub-
disciplines.Thiswayyouwould
havethechoicetogetabroader
educationoarts,scienticor
humanitiesmarketingthinking.
Creativeswillocusontheirpart
othesubject,thenopttostudy
metricsoraccountancy(or
example)asaseparateunit.Those
whoaspiretoprogresstoboard
orCEOlevelwillstudyasecond
and/orthirdsub-disciplineaspart
otheirpost-graduatetraining,
whichwillgivethemarmerbase
ordevelopingmarketingstrategy
andvaluepropositions.
Whilethemechanicsohowthis
couldworkarefexibleandopento
considerablediscussion,itwould
enablemarketerstobuildtheir
owncareersmoredynamicallyand
tailortheirdevelopmenttotheir
strengths.Theycouldocusonan
areathatintereststhemtoagreater
degreethantheycantoday,and
itheyaremindedtoprogressto
seniorlevel,couldchoosewhich
optionstheyneedtounderstand
otherareasothebusiness.
Splittingtheroleintospecialisms
likethiscouldachievethree
specicaims:reducethe
perceptionthatmarketingis
mainlyacommunications-based,
promotionaldiscipline;showthat
marketingisacomplexbalancing
actoscienticandartistic
capabilities;andmoreeectively
enablemarketerstobecomemore
procientintheirchoseneldso
expertise,whilstalsogaininggood
workingknowledgeootherparts
otheorganisationandthewider
businessworld.
The UK government
is at the oreront
o recognising how
marketing principles
rom the private
sector could be
o beneft to local
authorities, NHS
trusts and other
public bodies.
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TimAmbleroLondonBusiness
Schoolquestionswhether
marketingshouldevenbea
separateroleinthebusinessat
all.Imarketingissupposedtobe
somethingthateveryoneinthe
companyengagesin,thenthe
questioniswhethermarketingisa
proession,shouldbeorwillbe.I
onetakesthecompany-wideview
omarketing,thenallmanagers
shouldbemarketers,althoughone
couldarguethatsomewillbemore
specialistthanothers.ForAmbler,
theactthatthereareproportionally
ewseniormanagementor
boardmemberswithamarketing
backgroundhasbeenpartly
broughtaboutbymarketers
themselves,byowingmoreloyalty
tothemarketingproessionthan
totheiremployers.Forexample,
theyseekbettermarketerjobs
elsewhereratherthanbetternon-
marketingspecialistjobsinternally.[Source:CWRI.]
Ourproposednewdenitiono
marketingsuggestsdroppingthe
termmanagementprocess,in
recognitionthateveryoneina
companyactsasamarketertoa
lesserorgreaterdegree.
Theproposaltosub-divide
marketingalsoneedstobe
consideredinlightotheact
thatmanyothecurrentrolesin
marketingoverlapthesedierent
broadareas.Inuturepaperswe
willconsiderhowanewtraining
modelormarketingmight
encompassthesevariations.
Oneargumentagainstthesub-
divisionconceptisthatsome
omarketingsstatusproblems
comeaboutbecauseotoomuch
ragmentationnottoolittle.We
wanttohearpractisingmarketers
viewsonthis,andonhowthe
currenttrainingormarketerscould
bereconsidered.
THREE: Rules o engagement
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Howeverweredenetheroleo
marketing,romourcanvassingo
awidevarietyoacademicsand
practitionersviewsromacrossthe
worldinrecentmonths,several
areashaveemergedthatneedto
beocusedon:
Power o the customer
Thedaysomarketing
controllingbrandsare
disappearingaswerecognisethatcommunitiesarenot
onlybecomingamoreactive
communicationchannelbut
theyarealsoactivelyshaping
thenatureobrands,according
toLesliedeChernatony,
ProessoroBrandMarketingat
BirminghamBusinessSchool.
Technology
Theprolierationo
technologicaladvancesinthe
last30yearsmeansthatthe
importanceogeographyhas
lessened,andaarwiderrange
otoolsarenowavailable.
Theinternetandglobalisation
havechangedtheruleso
engagementalmostentirely
inthattime.However,asTim
Amblerpointsout,thewebis
limitedbyphysicaldistribution,
lackohumancontactand
paymentsecurity.[Source:
CWRI].Thisexplainstherisein
importanceopersonalservice
inrecentyears,incontrastto
theapparentever-encroaching
ubiquityotheweb.
Fragmentation
Omediaandtheincreasing
importanceosegmentation
toreachaudiencesthatarenolongerapredictable,receptive
audienceorcommunications
messages.
Metrics
MichaelThomas,OBE,Past
CIMChairmanandPast
PresidentotheMarket
FOUR: Revaluing marketing
We engage customers through
engaged employees and need to
be prepared to challenge trends
that are clearing disengaging
customers and employees.
Juanita Cockton
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ResearchSociety,outlinesthe
requirementordevelopingreal
skillinmeasuringmarketing
capability,basedonthe
managedscorecardprinciple.
Imarketersgaveleadership
inthisareainsteadothe
boardroomorcingitonthem
theirstatusmightimprove.
[Source:CWRI]
People
Thereisaneedormanaging
peopletobegiventhesame
emphasisasthemarketing
mixandmarketingstrategy.
Weengagecustomers
throughengagedemployees
andneedtobeprepared
tochallengetrendsthatare
clearingdisengagingcustomers
andemployees,asJuanita
Cockton,ManagingDirector
oTheMarketingStudio
indicates.
[Source:CWRI].
Ethics
Marketersareperhaps
thebestcandidatesto
communicateinternallythe
needorenvironmental,social
andethicalconsiderations
tobebuiltintotheabrico
theorganisationsactivities,
notasabolt-ontosatisy
legalrequirementsororPR
purposes.
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Withthesechangesintheroleomarketinginmind,webelievethereisthe
needoranewdenitionomarketing.Ourexistingdenitionis30yearsold
andcomesromthepre-internet,pre-globalisationage.Itwascreatedwhen
therewaslessoaocusonrelationshipsoronservicemarketing,therewere
ewerchannelstomarket,andmarketingwasamuchsimplerdiscipline.Asa
consequence,webelievethatthecurrentdenitionisnolongertorpurpose.
Theollowinganglesarerepresentativeothedisparateviewsothepeoplewe
havespokento:
Thecurrentdenitionomarketingasamanagementdisciplineisoutmoded.
Marketingissomethingthatthewholeorganisationshouldengagein.
Managementalsoimpliesthatcompaniesdothingstocustomersinsteado
withthem,inthewordsoProessorEvertGummessonoStockholmBusiness
School.ForGummesson,successulcompaniesdontmanagecustomers;
theyinteractwiththem.[Source:CWRI].
Thedenitiondoesnottakeintoaccountmarketingsvalueornot-or-prot
companies.
Itwaswrittenbeoretodaysrecognitionthatallbusinessactivitiesimpacton
societyandtheenvironment,andbeoretodaysgrowingconcernatlevels
oconsumption.Businesssustainabilityneedstobebuiltintoanymarketing
strategy.
Themoveromtransactionaltorelationshipmarketing:todayscustomerhas
armorecontrol.Customertrustisthekeysignierorasuccessulcompany,
andincreasinglymarketerswillbejudgedonhowtheiractivitiesincreaseor
decreasecustomerstrustandtherebylietimevalue,accordingtoDonPeppers
andMarthaRogers,PhD.Marketingshouldthereorebedenedinrelationto
valuetobothparties,not(ornotonly)prot.
Theneedormarketingmetrics,whichincludeintangiblessuchasbrandvaluation.
WhilstthemajorityopractisingmarketersthatTheCharteredInstituteo
Marketingrecentlysurveyedbelievethattheexistingdenitionstillcoversthe
complexityomodernmarketing,thestoryisverydierentwhenconsideringtheactivitiesothepublicsectorandnot-or-protorganisations.Asignicant
FIVE: A new defnition or marketing
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37%eltthatthedenitiondoesnotsucientlyapplytotheseareas.Taking
theseconcernsintoconsideration,TheCharteredInstituteoMarketings
ResearchandInormationteamoerstheollowingsuggestednewdenitiono
marketing.
Marketingshouldbeaboutthinkingromthepointoviewothecustomer.Yet
manycompaniesstilloperateproduct-centricallymakingsomething,then
employingmarketingtogeneratedemandorit.Whilstmarketingundeniably
hasaroleincreatingdemand,inormingthisnewdenitionwevetriedto
addresswhatliesbeneaththeconceptobeingcustomer-centric.Stripaway
processandphilosophyandwhatmarketingreallymeansbecomesclear:its
aboutinfuencingbehaviouralchange.
Thatchangecanbeorthecustomer,and/ororthecompany,and/ororthe
shareholder,and/ororthewidercommunity.Marketingcannothappenwithoutan
exchangeoviews,beliesorgoods.Webelievethatmarketersneedtostart
seeingtheprocessoexchangeasbeingoneopositivebehaviouralchange.
The strategic business unction that
creates value by stimulating, acilitating
and ulflling customer demand.
It does this by building brands, nurturing innovation,
developing relationships, creating good customer
service and communicating benefts.
With a customer-centric view, marketing brings
positive return on investment, satisfes shareholders
and stakeholders rom business and the community,
and contributes to positive behavioural change and a
sustainable business uture.
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Whenmarketersadoptthisastheoundationowhattheydonotata
tacticalorprocedurallevel,whereareasoactivitycancarryonmuchasbeore
thenweshallstarttoseerealchangeonanumberolevels.Firstly,the
proessionwillbecomemorerespected,andthecynicalideathatmarketing
isaboutmanipulatingcustomersintobuyingthingstheydontreallywantcan
beeroded.Secondly,thevalueomarketingwillbeseenbythecustomer,
thecompany,theshareholderandthewiderbusinessworldinthecontexto
benecial,sustainableexchange.Finally,agreaternumberoskilled,thoughtul,
andinnovativepractitionerswillbedrawntoaproessionthattheymighthave
previouslydisregarded.
Manypractitionersandacademicshavehelpeduswiththepreparationothis
paper.TheCharteredInstituteoMarketingwouldparticularlyliketothankthe
ollowingortheircontributions.TheoverallviewsandopinionsinTomorrows
Worddonotnecessarilyrefecttheviewsotheindividualsmentioned.
We would like to open up the revised role o marketing and
the new defnition to the wider practising and academic
community. Would the role o marketing be served better
by splitting the proession into sub-disciplines? Does the
new defnition encompass marketing in the 21st century? Is
there really a gul between academics and practitioners, is
it widening and i so, what should be done about it? Tell us
by writing to [email protected].
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agenda |sources
Cathy AceSimon Fraser University, British Columbia,
and marketing consultant
Tim Ambler
Senior Fellow, London Business SchoolDr. Stephen BrownProessor o Marketing Research (ormerly
Proessor o Retailing) at the University o Ulster
Dr. Dave ChaeyDirector, Marketing Insights Limited
Juanita CocktonManaging Director, The Marketing Studio
Chris DaddHead o Interactive Services, WIN PLC
Leslie de ChernatonyProessor o Brand Marketing,
Birmingham Business School
Dr. Paul FifeldThe Fifeld Practice
Scott ForsythMarketing Director, Intermedia Total
Marketing Solutions
Jonathan Gabay
Marketing consultant and trainer
Proessor Evert GummessonStockholm University School o Business
David HaighFounder and CEO, Brand Finance
Charles HarknessBehaviour change specialist, DEFRA
Nicholas IndMarketing consultant and author
Tina JacobsMarketing communications expert
Gill KelleyMarketing consultant and trainer
Justin KirbyFounder and CEO,
Digital Media Communications
Proessor Nirmalya KumarDirector, Centre or Marketing,
London Business School
Jean LambertMEP
Jean-Marc LehuAssociate Marketing Proessor,
Pantheon Sorbonne University
Lord Marshall o Knightsbridge
Chairman, Pirelli UK; Past President oThe Chartered Institute o Marketing
John MayfeldFormer Chie Executive o the Institute o
Proessional Sales
Vanessa MoonMarketing consultant and trainer
Jamie MurphyAssociate Proessor, University o Western
Australia School o Business
Proessor Ken PeattieDirector, ESRC Centre or Business
Relationships Accountability, Sustainability
and Society (BRASS), Cardi University
Don Peppers and
Martha Rogers PhD
Jonathon PorrittCo-Founder o Forum or the Future and
Chairman o the UK Sustainable
Development Commission
Dr Brian SmithVisting Fellow, Cranfeld University
Proessor Merlin StoneMarketing academic and practitioner
Sabra SwinsonFCIM, marketing consultant
Anthony TasgalMarketing practitioner and trends specialist
Michael ThomasPast Chairman o The Chartered Institute
o Marketing; Past President o the Market
Research Society
Martin van MesdagMarketing consultant and author; Past Chairman
o The Chartered Institute o Marketing
David VosperMarketing consultant and trainer
Laurie YoungMarketer
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7/27/2019 Tomorrows Word
17/18
agenda |looking ahead
Todaysyouthareapparentlydierentromusoldtimers:dierentintheway
theyaccessandprocessinormation,inthewaystheyinteractwiththeir
peersandinthewaytheylearn.Criticisedorsolongorspendingtoomuch
timegluedtocomputerscreensandlivinginvirtualworlds,itnowseems
thatexperienceslikethiscanactuallybepowerullearningtools,teaching
thebasicsostrategy,long-termplanningandormingprojectteamsand
partnershipsinawaythatisuniquelyhands-onandinstantlyreinorced.
Whichbegsthequestion;whatarewedoingtotraintheseyoungpeoplewhen
theywanttoenterourproession?Areweguiltyostickingtooldmodelso
trainingwhentherearemoredynamicalternativesthatoerbetterresults?
Inournextagenda,launchinginJanuary2008,wellbelookingattheway
wetrainanddevelopmarketersandaskingithelearninganddevelopment
proessionalsaregettingitright.
Then,tocoincidewiththe2008BeijingOlympics,wellbelookingaheadtothe
2012Olympicsandaskingithemuchtrumpetedmarketingopportunitiesthat
shouldfowinthewakeoLondonsbeingawardedtheGamesarejusthot
air,astheOlympicMovement,theGovernment,andthebigcorporationsdo
everythingwithintheirpowertokeepmarketingopportunitiesinthehandsoa
selectew.
Looking Ahead
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7/27/2019 Tomorrows Word
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omorrow s wor
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The Chartered Institute o Marketing 2007.
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