Capon's Marketing Framework (4th Edition)
At 446 pages and 26 chapters, Capon's Marketing Framework (4th Edition) is a shortened version of Managing Marketing in the 21st Century (4th Edition). Nonetheless, this book provides a solid framework for marketing students.
Capon's Marketing Framework is about understanding how to develop 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 Framework differs from other senior undergraduate and introductory graduate-level marketing texts. It takes a position on what is believed to be a better or worse course of action for marketers. Marketing is an applied field, and 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 Framework 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 and will instead 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 is the source of insight about the market, customers, competitors, complementors, and the business environment in general.
Capon's Marketing Framework contains introductory chapter cases, many examples, Internet links to additional material, video/audio interviews, key ideas, marketing questions, and multiple-choice and true/false questions and answers.
Note: Student Study Guide allows you to effectively study for tests and assignments.
Note: The Virgin Marketer: Create Your Market Plan has a long history of use in corporations around the world. It is a valuable resource for developing market plans.
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:
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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.
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Managing Global Accounts, Wessex Press, 2005. This is the only book to date that addresses the growing field of managing global customers.
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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 (Color) | 978-0-9864023-3-3 | $ 234.70 USD | $ 234.70 USD |
| Softcover (Color) | 978-0-9864023-4-0 | $ 179.70 USD | $ 139.70 USD |
| Softcover (B&W) | 978-0-9864023-5-7 | $ 89.70 USD | $ 89.70 USD |
| E-Book | 978-0-9864023-5-7 | N/A | $ 59.70 USD |
Testimonials
This is a comprehensive and well-written book… I especially like its practical approach… the discussion on linking marketing actions to shareholder value is a much-needed direction for the entire marketing profession.
This book uses the strength of the Internet to deliver more value to customers… the proposed framework is clear, parsimonious, and engagingly presented… a plethora of up-to-date examples cleverly interwoven throughout drives home key conceptual points.
This textbook is a refreshing change… it offers advice on problems that many writers skirt… the six marketing imperatives are a great way for the novice to begin to apply marketing principles, and for more expert readers to recast their thinking… the book emphasizes and re-emphasizes the four principles for a useful, and effective learning tool. The reader, at any level of expertise, will not be disappointed.