Capon's Marketing Framework

Description

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.