David Chapman is to give a lecture themed ‘Marketing in Chains’ at the next Chartered Institute of Marketing Members’ Group event at the Radisson Blu Resort, St Julian’s, on April 2 at 4.30 p.m.

Current marketing theory and practice is concerned with mass marketing that supports mass production and mass consumption with essentially an internally focussed approach to marketing management. Even the well-used marketing mix is production-oriented as it starts with product.

But many marketing writers have recently identified that business success will be determined by how effectively organisations understand markets and provide appropriate products, services and stimuli to meet their needs.

The start point of good marketing strategies is the consumer. However, in practice only lip service seems to be paid to this concept.

Prof. Chapman will focus on the relationships between the demand chain and the supply chain and with how the value chain can be important in ensuring value for both stakeholders. The presentation will examine the transition between marketing to consumer markets and marketing to business markets, and how there is some blurring of the distinction between the two styles of marketing given the power of many retail organisations.

Prof. Chapman is visiting professor at Sheffield Hallam University, where until August 2001 he combined his consultancy role with that of a senior member of staff of the school. He is an associate at Lincoln University, visiting professor at The Masaryk Institute of Advanced Studies in Prague, Czech Republic and works with universities in Poland, Bulgaria, Slovakia, Hong Kong and New Zealand. He has held the post of managing director of Adams Chapman Consultants Ltd since 1982 and was chair of the Chartered Institute of Marketing in 1997-8.

The event has been allocated two hours of continuous personal development for chartered marketers.

The participation fee €15 (€10 for CIM members). Information is obtainable by e-mailing cimmalta@cim.co.uk.