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9781138889194

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Noel Capon and Frank Go have written a highly comprehensive textbook on market strategy that will be of great use to students of marketing at every level, from undergraduate to MBA to executive programs. I particularly appreciate the treatment of current issues, such as customer relationship management systems and digital marketing, including the use of social media. George S. Yip, Imperial College Business School, UK

""Noel Capon and Frank Go have written a highly comprehensive textbook on market strategy that will be of great use to students of marketing at every level, from undergraduate to MBA to executive programs. I particularly appreciate the treatment of current issues, such as customer relationship management systems and digital marketing, including the use of social media."" George S. Yip, Imperial College Business School, UK

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Noel Capon is the R.C. Kopf Professor of International Marketing at Columbia Business School, USA. He has published more than 60 articles and book chapters, and more than 30 books in English, Chinese, Russian, and Spanish. He has taught at schools around the world, including in Great Britain, Australia, China, France, and India. Frank Go is the Bewetour Emeritus Professor of Tourism Marketing at Rotterdam School of Management, Erasmus University, the Netherlands. He serves on the Board of the Service Leadership Institute, and Customer Connection.

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