Managing Marketing in the 21st Century 4th Edition, by Noel Capon

Managing Marketing in the 21st Century 4th Edition, by Noel Capon

$ 89.70 USD
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At 668 pages and 26 chapters, Managing Marketing in the 21st Century 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, the book focuses on what the prospective manager needs to know. Hence, Managing Marketing in the 21st Century differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers. Marketing is an applied field, and we believe textbook writers should provide guidance for good marketing practice. In addition, we focus on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), Managing Marketing in the 21st Century will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, and will instead become senior executives, general managers, CFOs, and CEOs. We write for you also, because an understanding and appreciation of marketing is central to virtually every important decision that managers make. Because this marketing course will be the only one many of you will take, in a 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. Marketing provides the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, complementors, and the business environment in general.

Managing Marketing in the 21st Century 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: The 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:

  • 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. 

  ISBN List Price Wessex website price
Hard cover 978-0-9907405-9-9 $259.70 $234.70
Soft cover color 978-0-9864023-0-2 $179.70 $139.70
Soft cover b/w 978-0-9864023-1-9 $139.70 $89.70
iTunes 978-0-9984871-9-9    
Kindle 978-0-9984871-8-2    
eBook 978-0-9882902-2-8   $59.70

 

“Managing Marketing in the 21st Century provides a new and powerful approach for marketing management. The organizing focus of six marketing imperatives is a distinctive and powerful integrative tool for communicating the critical functions and roles marketing must play. These imperatives provide an outline for the actions needed to implement the ideas in the book and thus provide a clear pathway from learning to action. Their focus provides great learning benefits at a much lower price – great customer value indeed!” James R. Bettman- Burlington Industries Professor of Marketing, The Fuqua School of Business, Duke University
“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.” Sunil Gupta-Edward W. Carter Professor of Business Administration, Harvard Business School
“This book uses the strength of the Internet to deliver more value to customers ... the proposed framework isclear, parsimonious, and engagingly presented ... a plethora of up-to-date examples cleverly interwoven throughout drives homes key conceptual points.” Richard J. Lutz-JCPenney Professor of Marketing, Warrington College of Business Administration, University of Florida
“Managing Marketing in the 21st Century is likely to become a classic ... compared to many purely descriptive textbooks, it is much more prescriptive and action-based ... it takes a stand on what should be done and focuses on crucial topics that are often short-changed. The direct distribution model will pass significant value to buyers.” Puneet Manchanda-Associate Professor of Marketing, Ross School of Business, University of Michigan
“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.” Priya Raghubir-Professor and Mary C. Jacoby Faculty Fellow, Stern School of Business, New York University

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