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Managing Marketing: A Concise Approach by Noel Capon, Siddharth Shekhar Singh

Managing Marketing: A Concise Approach

by Noel Capon, Siddharth Shekhar Singh
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Paperback: Paperback
  • ISBN13: 9788126548521
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 544
  • Original Price: INR 619.0
  • Language: English
  • Edition: N/A
  • Item Weight: 500 grams
  • BISAC Subject(s): Sales & Selling / General

Managing Marketing: A Concise Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing: A Concise Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. ·Marketing and the Firm ·Fundamental Insights for Strategic Marketing ·Strategic Marketing ·Special Marketing Topics

Noel Capon is the R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Professor Capon contributes extensively to Columbia Business Schools Executive Education. He is the Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He teaches on Columbias Full-time MBA and Executive MBA (EMBA) programs and its partner program with London Business School. He founded and directed the Advanced Marketing Management Program in conjunction with CEIBS. He also designs, directs and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon co-founded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders. Siddharth Shekhar Singh is the Director of the fellow programme in Management and Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. Professor Singh consults regularly with both Indian and global companies across several industries. He is also involved with several entrepreneurial start-ups and takes keen interest in helping them grow. At ISB, Professor Singh participates regularly in executive education programs both as instruction and program designer. He teaches in ISBs Post Graduate Program (PGP), Family Business Program (FBP) and several custom programs.

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