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ACTION CHARTER
OF THE WORSHIPFUL COMPANY OF MARKETORS
PROLOGUE
We are proud to have received our charter of formation, which
makes the Marketors the ninetieth Company of the great City of London.
The Company formed, grew and obtained livery status in record time -
a great tribute to the skill and energy of the founding fathers, under the
inspiring leadership of the first Master, W. R. Bowden.
The "constitution and ordinancies" define the rules for the existence
and conduct of the Company. To supplement this, we need a less formal
document which defines the aims and actions of the Company. This we
might call our "Action Charter".
This charter is written after many discussions among individuals
and formal discussion in the Court of Assistants of the Company. Fundamental
to the charter is the relationship of the Company with the Institute of
Marketing.
The Company grew out of the Institute. A small group of Fellows of
the Institute originally conceived the idea of a Company of Marketors - and
membership of the Company was initially confined to Fellows of the Institute.
Not surprisingly, therefore, the Company sees the support of the Institute
as one of its fundamental aims. Indeed, all the elaboration of this Charter
is in the context of the co-existence of the Company and the Institute, in an
atmosphere of mutual support, dedicated to the furtherance of Marketing
itself.
As a Worshipful Company of the City of London, our Company
necessarily supports the institutions of the City of London. Finally as a
Company of brotherhood in marketing, the Company aims to promote the
well being of its Freemen.
This background gives rise to a statement of the fundamental aims
of the Company - from which we then develop subsidiary targets, methods
Of operation and guidelines for action. This makes our :-
SFUNDAMENTALAIMS
ACTION CHARTER
1. To support the institutions and activities of the City of London.
2. To promote the well-being and success of the Company's
Freemen and those associated with them.
3. To support particularly the Institute of Marketing and to offer
it guidelines and counsel in its endeavours to promote
marketing in the United Kingdom and abroad.

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4. In che concext of the three preceeding aims, to work for the
understanding and acceptance of marketing as a major force
for economic good and the public benefit.
These fundamental aims are over-riding and include all dependent
aims such as the vitality and solvency of the Company and any programmes
of education or charity. These four statements represent the reasons for
the existence of the Company.
All Company activities should serve one or more of these aims. Many
purposes of the Company will be similar to aims of the Institute and, no doubt,
to aims of other marketing bodies as well. Such congruity will be seen as a
sign of support rather than as competition.
ONSEQUENTAIMS
1. Recognition and reward (material or otherwise) should be
given to those who achieve great things in marketing. This relates firstly
*o Freemen and secondly to citizens of the United Kingdom but is not
restricted to these alone.
2. Freemen should know each other well and be well-meaning to
jeach other. Interest, sympathy and encouragement should be natural among
Ihem.
3. The Company should support the Institute's work to further
marketing among Governments, educational establishments, trades unions
*nd journalism - and to supplement this work whenever appropriate.
4. The Company should take its place in the activities of the
City of London and should specifically promote, among its Freemen, both
the knowledge of the City's traditions and the desire to participate in its
work.
5. Adequate membership and wealth in the Company are seen
as means to the above aims and not as ends in themselves.
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The Company will achieve its ends by means of its influence and
the recognition of its unique authority. As a young Company, with small
financial resources, we have no other choice. Our Freemen should be
notable for their energy, their genius and their elegance of mind rather
than for their wealth or pomp.
Activities of the Company should be widely spread throughout the
body of Freemen and should always include some "food for the mind"
relevant to the furtherance of marketing. Specific actions should Include :-
1. An annual "Marketing Address" - of high Intellectual
standard and with a practical bias. This should normally be given by a
Irlton of distinction. It should receive widespread publicity.

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2. An annual study day, or week-end, should contain lectures,
syndicate exercise and time for socialising and recreation. Arrangements
might be made by, and at, the Institute; the proceedings would be at a high
level.
3. Awards should be devised and presented to honour an outstanding
marketing achievement. This would be ad hoc and not related to
any examination nor submission, neither would it compete with the Institute's
annual awards. (At the time of writing,examples of achievement with current
significance might be the creation of cheap international travel by Laker or
the opening up of major international trade with China.)
The presentation ceremony should necessarily include an
account of the remarkable activity and an appraisal of its significance to
the furtherance of marketing.
4. As marketing skill is apt to become evident after some years
of adult practice, and as the drop-out rate among students is high, the
Company will not corporately adopt Apprentices. Individual Freemen, of
course, may do so.
However, the Company wishes to be associated with young
achievers and will seek ways of identifying and helping those who have shown
their talent for marketing and their dedication to it. Close liaison with the
Institute will be appropriate but, in addition, any Freeman may draw the
attention of the Court of Assistants to any outstanding and deserving case.
The Company will be particularly interested in high achievers
in education from the City schools and, generally, will seek to strengthen its
association with the City University and the Polytechnic.
Awards might include :- scholarships for post-graduate work -
special periods of job training - priviledged exposure to leading companies or
to outstanding exponents of marketing. In addition, winners might be given
facilities to assist their obtaining Freedom of the Company - whether this be
financial assistance or priority consideration in the event of a shortage of
places.
5. When the children of Freemen adopt marketing as a career,
other Freemen will help them appropriately. This will normally be practical
help rather than financial - probably taking the form of priviledged exposure,
as in (4).
6. One or more members of the Court of Assistants shall at all
times be nominated to be in close liaison with the Institute of Marketing. This
will ensure mutual support, the elimination of undesirable overlapping or
competition, and the identification of promising young practitioners.
ANNUAL REVIEW
Towards the end of each Master's term of office, an occasion will
be found at which he can report to Freemen on the achievements of the year -
particularly with regard to activities which have furthered the cause of
marketing and which have encouraged marketing achievement.
This Charter itself shall be reviewed annually and, with any agreed
amendment, shall be consciously ratified for a further year.
Tulv 1979