Click on the image to preview the first few pages of the textbook!
Managing Marketing in the 21st Century
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.
Noel Capon is the R.C. Kopf Professor of International Marketing and former Chair of the Marketing Division at Columbia Business School in New York. He is one of the world’s leading marketing educators and the global leader in key/strategic and global account management. He designs and directs numerous educational programs in marketing and account management for Columbia Business School, other educational institutions, and business organizations globally. Professor Capon formed Wessex Press for the express purpose of reducing the high price of college textbooks.
Professor Capon’s publications have appeared in many refereed journals and managerial outlets. He has also written several research and managerial books on marketing, sales, and account management. At Columbia, he is Director of the Managing Strategic Accounts and Global Account Manager Certification programs. He also teaches on Columbia’s Executive MBA program and its partner programs with the University of California, Berkeley (Berkeley/Columbia EMBA) and London Business School (EMBA Global).
Professor Capon’s publications have appeared in many refereed journals and managerial outlets. He has also written several research and managerial books on marketing, sales, and account management. At Columbia, he is Director of the Managing Strategic Accounts and Global Account Manager Certification programs. He also teaches on Columbia’s Executive MBA program and its partner programs with the University of California, Berkeley (Berkeley/Columbia EMBA) and London Business School (EMBA Global).
With a Faculty Access, you will be able to review a full version of the textbook and all of the resources that come with the book, which include:
- Instructor Manual
- Test Banks
- PowerPoint Presentations
- Short Cases
- Exercises