Managing Marketing in the 21st Century (4th Edition)
At 668 pages and 26 chapters, Managing Marketing in the 21st Century is a comprehensive guide to understanding how to develop market strategy and manage the marketing process. Rather than attempting to cover everything there is to know about marketing, this book focuses on what prospective managers need to understand. Consequently, Managing Marketing in the 21st Century stands apart from other senior undergraduate and introductory graduate-level marketing texts. We take a clear stance on what we believe constitutes effective and ineffective courses of action for marketers. Marketing is an applied field, and we believe textbook authors should offer practical guidance for good marketing practices. Moreover, we emphasize the perspective of the manager, not just the marketer.
For readers pursuing a career in marketing (and we hope there are many), Managing Marketing in the 21st Century provides a solid foundation for deeper study. However, most of you will not work in marketing departments and are more likely to become senior executives, general managers, CFOs, or CEOs. This book is written for you as well, because an understanding of marketing is essential to virtually every significant managerial decision. For many of you, this will be the only marketing course you take, making this book a concise guide to the critical marketing knowledge every general manager and senior executive must have. Marketing activities are central to leading and managing a business. They provide the primary interface with customers and are a key source of insight into markets, customers, competitors, complementors, and the broader business environment.
Managing Marketing in the 21st Century includes introductory chapter cases, numerous examples, Internet links to supplementary material, video and audio interviews, key concepts, marketing questions, and multiple-choice and true/false questions with answers.
Note: The Student Study Guide is an invaluable resource for effectively preparing for tests and assignments.
Note: The Virgin Marketer: Create Your Market Plan has been widely used in corporations around the world. It remains a valuable resource for developing marketing 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) | 978-0-9907405-9-9 | $ 259.70 USD | $ 259.70 USD |
| Softcover (Color) | 978-0-9864023-0-2 | $ 179.70 USD | $ 139.70 USD |
| Softcover (B&W) | 978-0-9864023-1-9 | $ 139.70 USD | $ 89.70 USD |
| E-Book | 978-0-9882902-2-8 | N/A | $ 59.70 USD |
Testimonials
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!
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.
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.
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.