At 668 pages and 26 chapters, 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.
Managing Marketing in the 21st Century 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.
Capon, Noel: - "NOEL CAPON is R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Educated pri marily in Great Britain, Pro fessor Capon earned B.Sc. and Ph.D. degrees in Chemistry from Uni versity College, London University. He also received degrees in Business Admin istration from Manchester (Dip. BA), Harvard (MBA), and 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 University of California - Graduate School of Manage ment, UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - Monash University; England - Bradford Management Centre, London Business School, Manchester Business School; France - INSEAD; Hong Kong - Hong Kong Universityof Science and Tech nol ogy (HKUST); China - China European International Business School (CEIBS - Shanghai); and India - Indian School of Business (ISB - Hyderabad). Professor Capon has published more than 60 refereed articles and book chapters, and is editor for sections on Marketing, and Sales Management and Distribution, in the AMA Management Handbook (1994). He has published more than 30 books plus three video books (see Also by Noel Capon - page ii). Professor Capon teaches on Columbia's full-time MBA and Executive MBA (EMBA) programs and its partner program with Hong Kong University and London Business School. He is a pioneer in developing video teaching materials and teaching via the flipped classroom. Professor Capon was Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He is a director of the Strategic Account Management Association (SAMA). He founded the Advanced Marketing Management Program in conjunction with CEIBS. Professor Capon also designs, directs, and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon cofounded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders. Capon is a director of the Strategic Account Management Association (SAMA), and Chair of Wessex Press and of Lunacap Ventures, a venture capital firm."
