Capon's Marketing Essentials (2nd Edition)

Capon’s Marketing Essentials (2nd Edition) is a much-abbreviated version of the two more comprehensive books: Managing Marketing in the 21st Century (5th Edition) and Capon’s Marketing Framework (5th Edition). Capon’s Marketing Essentials is intended for undergraduates and those new to business and marketing concepts. It is a significant upgrade from prior editions, as it introduces genuinely new ideas. Essentially, this book is about understanding how to develop and implement market strategy and manage the marketing process.

This is not a book that attempts to describe all there is to know about marketing; rather, it focuses on what the prospective manager needs to know. Hence, Capon’s Marketing Essentials differs from other senior undergraduate and introductory graduate-level marketing texts. It takes positions on what are believed to be better or worse courses of action for marketers. Marketing is an applied field, and the authors believe textbook writers should provide guidance for good marketing practice.

In addition, the book focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), Capon’s Marketing Essentials will form a solid foundation for studying marketing further and in greater depth. However, the vast majority of readers will not work in marketing departments; instead, they will become senior executives, general managers, CFOs, and CEOs. This book is written for them as well, as an understanding and appreciation of marketing is central to virtually every important decision that managers make.

For many readers, this marketing course may be the only one they take. In that sense, this book provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business. It provides the focus for interfacing with customers and forming firm-customer exchange relationships. Marketing is also the source of insight about market entities, including supply chains, competitors, complementors, and external forces impacting the industry.

Capon’s Marketing Essentials includes introductory chapter cases, numerous examples, internet links to additional material, video/audio interviews, key ideas, and tools to gauge progress — including marketing questions, multiple-choice and true/false questions, and answers.

Noel Capon

In his role as Chair of Wessex Press, Noel Capon brings a unique perspective as an experienced Marketing educator, researcher, author and professional, originally trained as a research chemist.

“I knew when I completed my doctorate in Chemistry that I didn’t want to be a ‘bench’ chemist.” By that time, Professor Capon was very interested in Marketing and began his career working in Marketing for Imperial Chemical Industries (ICI) in his native Britain.

Professor Capon has been a leader in Marketing ever since, applying an analytical approach to solving business problems.

That’s what led him to launch Wessex Press, Inc. (formerly Axcess Capon) almost 20 years ago.

“I knew there had to be a better way to provide high-quality textbooks, globally, at a more affordable price.”

Professor Capon previously served two terms as elected chair of the Marketing Division at Columbia Business School. He held faculty positions at UCLA (where he also was Marketing Chair) and Harvard Business School before joining Columbia in 1979.

Professor Capon teaches Marketing Strategy, and Sales and Strategic Account Management courses to MBA and EMBA students. He also has taught at many educational institutions as a visiting professor, including INSEAD (France), Hong Kong University of Science and Technology (HKUST), and the China Europe International Business School (CEIBS), Shanghai, PRC. Professor Capon is Honorary Dean, Marketing and Innovation College, Beijing, PRC.

In addition, Professor Capon contributes to Columbia Business School’s Executive Education program and has designed, directed and taught in a variety of Marketing, Sales Management, and Strategic and Global Account Management programs. He also has developed and directed customized programs for major corporations globally. Professor Capon co-founded The Chief Sales Executive Forum (2001), and is a member of the Board of Directors of the Strategic Account Management Association (SAMA).

Professor Capon has authored or co-authored more than 40 Marketing and Account Management books, including many international editions. Some books of note:

Key Account Management and Planning, Free Press/Simon and Schuster, 2001. This was the first major book on key (strategic) account management and is known as “the bible” of key account management.
Managing Global Accounts, Wessex Press, 2005. This is the only book to date that addresses the growing field of managing global customers.
Managing Marketing in the 21st Century (4th edition, Wessex Press, 2016), Capon’s Marketing Framework (4th edition, Wessex Press, 2017) and Capon’s Marketing Essentials (Wessex Press, 2017), in various editions, offer a new and powerful way of approaching the Marketing discipline.

He earned his B.Sc. and Ph.D. degrees in Chemistry from University College, London University; Dip. B.A. from Manchester Business School; MBA from Harvard Business School; and Ph.D. in Marketing from Columbia Business School.

Format	ISBN	List Price	Wessex Website Price
Hardcover	979-8-9896021-6-2	$ 249.70 USD	$ 249.70 USD
Softcover	979-8-9870212-7-9	$ 179.70 USD	$ 139.70 USD
E-Book	979-8-9896021-7-9	N/A	$ 79.70 USD