Which marketing theory shapes your marketing strategy? Which model has given you the greatest campaign return?

Which model has helped you out-manoeuvre your competitors? Which marketing theory shapes your marketing strategy? Which model has given you the greatest campaign return?

To mark the centenary of The Chartered Institute of Marketing, the Institute’s Greater London region has set out to find the most valuable marketing model from the past 100 years. The online poll, available to complete here*, asks marketers to vote for the marketing model they think is the most valuable to marketers today.

Voters can choose from 12 models; from the fundamental core tactics of the ‘Seven Ps’ through to more complex models such as the Boston Consulting Group Matrix or Porter’s Five Forces. For inspiration, see what the experts have to say in these interviews: www.youtube.com/thecimtube

All voters are invited to enter a prize draw for a chance to win a copy of Professor Laurie Young’s new book, The Handbook of Marketing Techniques: Explanation, Analysis, Appropriateness and Application (Wiley), which looks at the use of marketing models in a world of marketing change, assessing their application and usefulness for today’s marketers.

Votes close on 30 June with the final verdict on the most valued marketing model, and prize draw winners, announced in July 2011.