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Managing Marketing in the 21st Century

4th Edition

by Noel Capon

Managing Marketing in the 21st Century (5th Edition)
A newer edition of this title is available:
Managing Marketing in the 21st Century (5th Edition)

Collections: Marketing, Textbooks

$ 259.70 USD
$ 259.70 USD
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Description

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.

Details

ISBN (View all)
978-0-9907405-9-9
Dimensions
8.5 x 11.0 in
Year Published
2016
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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

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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!

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 is clear, parsimonious, and engagingly presented… a plethora of up-to-date examples cleverly interwoven throughout drives home 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