Marketing effectiveness campaign get involved!

News Release from The Chartered Institute of Marketing 25 September 2002 MARKETING EFFECTIVENESS CAMPAIGN GET INVOLVED! The Chartered Institute of Marketing (CIM) announces an October launch of a Marketing Effectiveness campaign. CIM has gathered together a group of the world's leading experts on the subject of marketing effectiveness to release new research and survey findings throughout October and November 2002. The campaign will be launched through press releases and radio interviews on 7 October, featuring David Wright of The Chartered Institute of Marketing, Peter Fisk of PA Consulting Group and marketing guru Don Peppers. CIM President Dianne Thompson will formally launch the campaign at the CIM/Marketing Week Marketing Effectiveness Awards ceremony at the Hilton Hotel, Park Lane on the evening of 8 October. "I believe that a company is actually a collection of customers, not a collection of patents, inventories, factories and even brands," says Don Peppers, founding partner, Peppers and Rogers Group, the management consulting firm that specializes in customer-focused business strategies. "The marketer plays a key role in developing customer- specific initiatives that will directly affect the value of the entire enterprise. " Throughout October and part of November, CIM will release helpful models, survey findings and new research to show how to maximise shareholder value through long-term profitability gained by developing brand equity and sales growth. "To successfully implement such customer- centric business strategies, senior marketing professionals need to secure a focused approach that lays out expectations as well as an enterprise-wide commitment to make it work," adds Don Peppers. CIM and its campaign partners: PA Consulting Group, one-to-one marketing visionary Don Peppers of Peppers and Rogers Group, Mintel International, DTI UK online for business, and the DTI Small Business Service demonstrate how marketing drives the economy by delivering corporate success. Peter Fisk from PA Consulting Group explains further "Our new research of 6,000 companies shows that marketing drives 3 times more value than anything else in the business - yet marketers are often not in the driving seat, creating a gap of around 25% in the shareholder value performance of many companies." The campaign recognises the contribution marketing makes to competitiveness, sustainable growth and productivity and highlights what it takes to become a high performing marketer in today's markets. "In current uncertain economic times marketing effectiveness is crucially important. Marketers need to speak the language of the boardroom," says CIM International Chairman Mike Johnston. -ends- Notes to editors: Visit CIM at www.cim.co.uk for more campaign information. For more information please contact: Sandra Ingham, CIM, 01628427306 / sandraingham@cim.co.uk Graham Kench, CIM, 01628 427356 / grahamkench@cim.co.uk Peter Fisk, PA Consulting Group, 020 7333 5422 / Peter.Fisk@paconsulting.com Tim Shorrocks, Peppers and Rogers Group, 0118 940 5808 / tim.shorrocks@1to1.com About CIM For marketing, CIM is the government approved awarding body for qualifications (UK), the international benchmark for standards, and the body supporting lifelong career development linked to CPD and Chartered status. Visit www.cim.co.uk About PA Consulting Group PA Consulting Group is a leading management, systems and technology consulting firm, operating worldwide from over 40 offices in 20 countries. Visit: www.paconsulting.com About Peppers and Rogers Group Peppers and Rogers Group is a management-consulting firm recognized as the world's leading authority on customer-based business strategy. Don Peppers and Martha Rogers, Ph.D., are the co-authors of the revolutionary book The One To One Future and a series of books further developing the firm's one-to-one methodology. Visit: www.1to1.com ------------------------------------------------------------ This information was brought to you by Waymaker http://www.waymaker.net The following files are available for download: http://www.waymaker.net/bitonline/2002/09/25/20020925BIT00800/wkr0001.doc http://www.waymaker.net/bitonline/2002/09/25/20020925BIT00800/wkr0002.pdf