Marketing Management in the 21st Century - Softcover

Capon, Noel; Hulbert, James M.

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9780139156953: Marketing Management in the 21st Century

Softcover

ISBN 10: 013915695X ISBN 13: 9780139156953

Publisher: Prentice Hall, 2001

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An introductory graduate text on developing market strategy and managing the market process, emphasizing the role of marketing in creating value for customers. Provides a set of concepts for approaching marketing decisions and examines the structuring and analysis of managerial problems in marketing in the modern corporation. Features material not typically covered in marketing texts, such as an emphasis on shareholder value, the link between product markets and capital markets, and firms and governments as customers. Capon and Hulbert teach business and international marketing at Columbia University's Graduate School of Business. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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From the Back Cover:

MARKETING ACTIVITY is at the core of managing a business; it provides the focus for interfacing with customers and is the primary source of intelligence about customers, competitors, and the business environment in general. Marketing must be concerned with the long-run relationship of the firm with its customers as well as short-run sales activity. In this era of managerial concerns such as quality management, downsizing, reengineering, and outsourcing, marketing has become a major organizational thrust rather than just a task assigned to a single functional department. This book emphasizes the role of marketing in creating value for customers because customer value in turn leads to the creation of value for other firm stakeholders including stockholders and employees.

About the Author:

Noel Capon is Professor of Business at Columbia University's Graduate School of Business. He is the director for Columbia's executive training programs in Key Account Management, Sales Management, and Competitive Marketing Strategy. He also teaches and consults to major corporations throughout the world. With James M. Hulbert, he coauthored the recently published "Marketing Management in the 21st Century." Visit Professor Capon online at www.keyaccountmanagement.com.

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