TY - BOOK ID - 142834229 TI - The marketing century : how marketing drives business and shapes society : The Chartered Institute of Marketing PY - 2011 SN - 1119208505 1280784423 9786613694812 1119993598 PB - Chichester : Wiley, DB - UniCat KW - Marketing KW - History. KW - Chartered Institute of Marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:142834229 AB - Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains:The three forces shaping the past, present and future of mar ER -