A Brand is a Promise - CIM Annual Conference -
22nd February 2002
Brands are invariably a company's most valuable asset.
As the theme for CIM's 2002 conference to be held at the Royal Lancaster Hotel in London on Friday 22nd February 2002, Branding will be investigated in a number of ways. From managing brands in a period of economic slowdown to translating brand values from an off-line environment to on-line. Managing brand resilience during periods of merger and acquisition, as well as maintaining an organisation's core brand values, are all themes that will be discussed and debated by leading industry figures.
Planned Key Speakers
Krishnan Guru Murthy, Channel 4 News
Dianne Thompson, Chief Executive, Camelot
John Stubbs, Chief Executive, CIM
Jane Frost, formerly Sales and Marketing Director, BBC Technology
Alfonso di Ianni, Senior Vice President of Field Marketing, Oracle
David Long, Marketing Director EMEA, eBusiness Solutions, Nortel Networks
James Knott, Brand Manager, Friskies Petcare
Alan Gilmour, Brand and e-Marketing Director, Lloyds TSB Bank plc
Ray Perry, Chief Executive of the E-Centre and Director of Marketing, CIM
To secure your place, please fill in the attached booking form or visit our website at http://www.cim.co.uk/conference2002
Hot Topics nominated for WOLCE Awards
The online weekly case study service for CIM studying members, Hot Topics, has recently been shortlisted in two categories for the World Open Learning Conference and Exhibition Awards.
Hot Topics are weekly web links to current news items that can be accessed through the CIM Virtual Institute website for studying members. The news items are accompanied by discussion topics relating to each module of the CIM syllabus. This encourages the student to apply the knowledge they have gained during the course and provides them with current examples to quote in exams. There is also a searchable archive so that past case studies can be analysed and quoted.
Hot Topics was shortlisted in the categories of Online Product of the Year and Bespoke Product of the Year and CIM representatives were invited to attend the Awards Dinner in Birmingham at the beginning of October.
Hot Topics and other learning resources can be found at www.cimvirtualinstitute.com
STOP PRESS
Marketing Unwrapped
By Ray Perry - CEO of e-centre and Director of Marketing at
The Chartered Institute of Marketing
£14.99, A Wiley Paperback Original
Nobody in business can have escaped the shift towards customer focus. Today's marketer must be the people's champion and what makes the difference between you and your competitors is creating and driving brands successfully. Whilst continuing to manage the day-to-day activity of marketing management, new skills are required to maintain the competitive edge - knowledge and focus need to be built, relationships with customers and the supply chain need to be managed. In essence, the role of marketing is changing, to be taken seriously at board level it needs to become more accountable.
In Marketing Unwrapped, Ray Perry reveals what it takes for marketing to find a place at the top of organisations. Alongside inspiration and ideas must come rigour and results. Combining these elements requires integration with, and understanding of, other department, as well as the development of new skills and enhanced competences. Perry maps out each facet of modern 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.
Marketing Unwrapped is a vital resource as marketers pursue the holy grail of marketing, where maximum profit equals maximum consumer satisfaction.
"This book 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."
JOHN LING, CIM Direct Editor and Range Co-ordinator
About the Author
Ray Perry has worked as professional marketer for over 20 years on a wide range of household named brands. He is currently CEO of E Centre and Director of Marketing at the Chartered Institute of Marketing, and a Fellow of CIM, the RSA, and a Worshipful Marketer of the City of London. He is a panelist for the Sunday Times Enterprise Network in the UK and marketing spokesman on many radio and TV programmes.
ISBN 0-471-48694-9, £14.99, A Wiley Paperback Original
For orders contact +44 (0) 1628 427427 or Email: cimdirect@cim.co.uk or visit CIM Direct at www.cim.co.uk
When to call in the specialists
When setting up a new business, marketing should be a priority while the enterprise is still in the planning stages. Unfortunately, in all too many cases, this role falls to the managing director who may not possess the necessary skills and expertise. Hiring full-time staff is not always an option as it may be too costly. A graduate taking on the marketing job in a small business expects to be paid in the region of £18,000 in London and large cities with a reduction of between 10% and 20% elsewhere. A permanent member of staff may also be beyond the requirements of many start-ups. Initially your needs and budget might be better served by good advice followed by regular but part- time assistance. CIM has a consultancy register of over 100 qualified and highly experienced marketing specialists that could provide the help you need. To support the small business market CIM offer a special marketing audit for £350 for which you receive half a days' consultancy plus a report summarising the outcome and identifying key recommendations. In general you can expect advice on the following:
How to undertake market research to find out who your customers are
and what they offer.
Deciding exactly what your company will offer, how it will mark itself out from the competition and what message will be communicated to customers.
How to put all the aspects of marketing together and ensure they work in unison.
For further information on this service and general enquires about CIM's Consultancy Business, please call Tina Prior on +44 (0) 1628 427385 or e-mail consultancy@cim.co.uk
CIM e-Marketing Award
The first group of marketers has just qualified with the CIM e-Marketing Award, the very first Professional Development Award in e-Business for professional marketers. For more information on studying for the CIM e-Marketing Award, please e-mail
newmarketing@cim.co.uk or telephone +44 (0) 1628 427120.
