Capon's Marketing Essentials

Description

Capon’s Marketing Essentials (2nd Edition) is a much-abbreviated version of the two more comprehensive books: Managing Marketing in the 21st Century (5th Edition) and Capon’s Marketing Framework (5th Edition). Capon’s Marketing Essentials is intended for undergraduates and those new to business and marketing concepts. It is a significant upgrade from prior editions, as it introduces genuinely new ideas. Essentially, this book is about understanding how to develop and implement 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 Essentials differs from other senior undergraduate and introductory graduate-level marketing texts. It takes positions on what are believed to be better or worse courses of action for marketers. Marketing is an applied field, and the authors believe 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 Essentials 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; instead, they will 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 forming firm-customer exchange relationships. Marketing is also the source of insight about market entities, including supply chains, competitors, complementors, and external forces impacting the industry.

Capon’s Marketing Essentials includes introductory chapter cases, numerous examples, internet links to additional material, video/audio interviews, key ideas, and tools to gauge progress — including marketing questions, multiple-choice and true/false questions, and answers.

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