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Suitable for introductory MBA Marketing courses, this text provides an introduction to the role of marketing in the corporation - both at the level of the firm and the marketing function. it focuses on what the prospective manager needs to know about developing marketing strategy and managing the marketing process.
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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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