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Managing Marketing: An Applied Approach by Noel Capon, Siddharth Shekhar Singh

Managing Marketing: An Applied Approach

by Noel Capon, Siddharth Shekhar Singh
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Paperback: Paperback
  • ISBN13: 9788126548514
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 916
  • Original Price: INR 1119.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1000 grams
  • BISAC Subject(s): Sales & Selling / General

Set of two books Managing Marketing: An Applied Approach & The Marketing Toolkit it seeks to induce innovation in marketing education with a keen focus on what the prospective managers need to know and do, besides describing all there is to know about marketing. This book about understanding how to develop market strategy, implement market offers and manage the marketing process. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Readers committed to a career in marketing, this book lays a solid foundation. No matter how well-written a textbook, the only way to really learn marketing is by doing it. You simply have to take the ideas, concepts, and frameworks and put them into practice. The Marketing Toolkit is a companion volume it’s each chapter contains a set of tried-and-true experiential exercises designed to help the user prepare a strategic marketing plan - analyze a marketing situation, develop a market strategy, and design a series of implementation programs. · Marketing and the Firm · Fundamental Insights for Strategic Marketing · Strategic Marketing · Implementing the Market Strategy · 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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