The Virgin Marketer: Create Your Market Plan (4th Edition)
The Virgin Marketer: Create Your Market Plan (TVM) is a companion volume to two textbooks: Managing Marketing in the 21st Century (MM21C) and Capon’s Marketing Framework (CMF). As you read and study the material in your textbook, we hope you will learn a lot about marketing. But no matter how much effort you put into your textbook, and how good a job we have done with MM21C and CMF, that is really only a start. You will only begin to live and breathe the marketing philosophy by getting your hands dirty and actually doing marketing. That is the purpose of TVM. The material in TVM has a very long pedigree, with many well-known domestic and multinational firms having used selections and/or variations of the frameworks to develop actionable market plans.
In its current version, TVM has guided the development of market plans for well over 30 organizations, large and small. These organizations are listed in Appendix 1. In the chapters that follow, we guide you through the marketing process, from insight to action. For each chapter in your textbook, there is a parallel chapter in TVM. In MM21C and CMF, we describe marketing in terms of marketing as a philosophy, six marketing imperatives that encompass the job of strategic marketing, four marketing principles, and the insights each marketer must secure to be successful. We use many examples that best describe each of the important ideas. In TVM, you, the reader, choose the firm, business, or other organization that is most interesting or meaningful to you. We want you to select a marketing case to try out your new knowledge so that you can develop and hone your marketing skills. We designed the material in Appendix 2 to also help you enhance your own intellectual capital.
E-book: Before purchasing an E-book, please read the INSTRUCTIONS.
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 |
|---|---|---|---|
| Softcover | 978-0-9864023-2-6 | $ 64.70 USD | $ 49.70 USD |
| E-Book | 978-0-9864023-2-6pdf | N/A | $ 39.70 USD |
Testimonials
I adopted The Virgin Marketer (TVM) as a supplement for my online MBA Marketing Strategy course. TVM was tremendously helpful for me and my students. TVM complements Capon’s Marketing Framework (and Managing Marketing in the 21st Century) nicely; the exercises provided my students with an opportunity to apply the frameworks to their own case studies. I selected The Virgin Marketer questions that best suited my approach to the course—they were clearly written and well-tested. I used some items for weekly team assignments, so we could see how the pieces fit together. I used other items for online group discussions. The Virgin Marketer is a great no-nonsense supplement—just thoughtful exercises. By the end of the course, students really saw how all the various frameworks work together. We traveled from insight and analysis through segmentation and positioning, and then to implementation.