Capon's Marketing Framework-4th edition - Capon, Noel
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At 446 pages and 26 chapters, Capon's Marketing Framework 4th Edition is 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, this book focuses on what the prospective manager needs to know. Hence, Capon's Marketing Framework differs from other senior undergraduate and introductory graduate-level…mehr

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Produktbeschreibung
At 446 pages and 26 chapters, Capon's Marketing Framework 4th Edition is 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, this book 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. 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), Capon's Marketing Framework 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. 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.
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Autorenporträt
Noel Capon is R. C. Kopf Professor of InternationalMarketing and past Chair of the Marketing Division,Graduate School of Business, Columbia University.Educated primarily in Great Britain, Professor Caponearned B.Sc., Ph.D. degrees in Chemistry from UniversityCollege, London University. He also received degrees inBusiness Administration from Manchester (Dip. BA),Harvard (MBA), Columbia Business Schools (Ph.D.).Professor Capon joined the Columbia Business School faculty in 1979.Previously he served on the faculty of and received tenure from the Universityof California - Graduate School of Management, UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - MonashUniversity; England - Bradford Management Centre, London BusinessSchool, Manchester Business School; France - INSEAD; Hong Kong -Hong Kong University of Science and Technology (HKUST); China - ChinaEuropean International Business School (CEIBS - Shanghai); India - IndianSchool of Business (ISB - Hyderabad); Mexico - TEC Monterrey.Professor Capon has published more than 60 refereed articles and bookchapters and is editor for sections on Marketing, and Sales Management andDistribution, in the AMA Management Handbook (1994). He has publishedmore than 30 books plus three video books.Professor Capon teaches on Columbia's full-time MBA and Executive MBA(EMBA) programs and its partner program with Hong Kong University, LondonBusiness School. He is a pioneer in developing video teaching materials andteaching via the flipped classroom. Professor Capon was Founding Director ofManaging Strategic Accounts and the Global Account Manager Certificationprogram in conjunction with St. Gallen University (Switzerland). He is a directorof the Strategic Account Management Association (SAMA). He foundedthe Advanced Marketing Management Program in conjunction with CEIBS.Professor Capon also designs, directs, and teaches in numerous customprograms for major corporations globally. In 2001, Professor Capon cofoundedThe Chief Sales Executive Forum, offering multiple educational opportunitiesfor sales and account management leaders. Capon is Chair of Wessex Press,Comply First, and the venture capital firm Lunacap Ventures.