Marketing Unwrapped

"Key skills for marketers in the 21st century, which we have nowcautiously embarked upon, conjures up images of great technologicaladvances, of a world utterly transformed, a world perhapsultimately dominated by Artificial Intelligence. This bookthankfully does not indulge in the whole "what might be" debate,but instead sensibly takes a long hard look at where marketingstands today, setting out the key skills marketers must master tosucceed over the next decade or so.

Written by CIM s Director of Marketing, Ray Perry, in a veryaccessible, sometimes amusing manner, the book outlines theevolution of marketing basics in the 20th century before swiftlymoving on to the issues that face the 21st century marketer. Theserange from the proliferation of media and the choices this nowpresents the marketer, to consumers concerns over privacy and dataprotection. These and other key themes are outlined, demonstratinghow they will impact and shape the marketing function. What becomesclear is that in order to succeed in the future, "marketers willneed to be flexible, adaptable and multi-skilled". Pan-marketing,measuring metrics, knowledge management, CRM and integrated supplychain management will all be important, and it is likely many ofthem will become specialist marketing roles in their ownright.

The case for each role is argued well and supported by a range ofwell-researched figures and examples, before giving sound advice onhow to execute the role. The chapters on the media marketer andmetrics marketer are particularly good. Key skills and competenciesare laid out with a useful summary of things to remember.The bookwill help today s marketers face up to the challenges of the 21stcentury, and help them develop the marketing skills they need forthe new connected economy." --John Ling, The Chartered Institute ofMarketing

"Ray Perry looks at the wider perspective of new marketing andidentifies 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 disciplinedand data driven approach to marketing" --Raoul Pinnell, VP GlobalBrands Communications, Shell International

"Marketing Unwrapped captures the key issues and challenges facingmarketers today and the wider skill set required as marketingincreasingly becomes a boardroom issue." --Debbie Brown, Head ofMarketing Communications BT plc

The marketing function has long striven to be taken seriously atboard level. Much work has been undertaken in recent years tomeasure the effectiveness of marketing and to make it accountableat the bottom line . However, if marketing is really to find itsplace at the top of an organization, marketers themselves need tounderstand and develop some core skills to give credence to theirpositions.

Marketing Unwrapped literally unwraps the role of today s marketer.Ray Perry creates a blueprint for each facet of the marketer s rolein relationship to an organization and highlights the key skills,knowledge, disciplines and competencies necessary for marketers tosucceed. Compiled in the form of a matrix, this book unwraps therole of a marketer and introduces the range of co-functions fromrelationship marketer to metrics marketer that the marketer willneed to master to succeed in business in the future.

This step-by-step guide to developing your own portfolio of skillswill give you the confidence to sit at board level with a holisticunderstanding of the workings of business in general, and a clearidea of the difference you in your marketing capacity can make.