Agenda Papers
The Chartered Institute of Marketing aims to help professional marketers drive the profession forward. We hope that our Marketing Agenda Papers will aid you in delivering better business performance, to the benefit of your business, and contribute towards your personal development and learning.
Every six months The Chartered Institute of Marketing will present a new Agenda addressing a major topic for marketers today. The Agenda sets out the issues, and analyses the drivers, implications and solutions, before taking you through the next steps.
Our latest Agenda is on the role of marketing and looks at how marketing has changed in the 30 years since The Institute last defined marketing, and how its role may need to be reassessed if it is to remain relevant in the 21st century.
We look at the key drivers of change in that period and their implications for the profession, and ask how the profession can move forward and what marketing’s role in the future should be.
We also propose a new definition of marketing that takes into account the significant changes to the profession over the last 30 years, such as the rise of not-for-profit and public sector marketing.
To view a pdf of our Tomorrow’s Word paper please click here.
Our Tomorrow’s Word agenda paper aims to open up debate on the role of marketing going forward and our suggested new definition of marketing, so please let us know your thoughts by emailing shapetheagenda@cim.co.uk .