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Author:   Noel Capon (Columbia Business School, USA) ,  Frank Go (Rotterdam School of Management, Erasmus University, the Netherlands)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   European ed
Weight:   1.247kg
ISBN:  

9781138889187

ISBN 10:   1138889180
Pages:   632
Publication Date:   27 December 2016
Audience:   College/higher education ,  Tertiary & Higher Education ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Section I: Marketing and the Firm 1. Introduction to Managing Marketing 2. The Value of Customers Section II: Fundamental Insights for Strategic Marketing 3. Market Insight 4. Customer Insight 5. Insight about Competitors, Company, and Complementers 6. Marketing Research Section III: Strategic Marketing 7. Identifying and Choosing Opportunities 8. Market Segmentation and Targeting 9. Market Strategy - Integrating Firm Efforts for Marketing Success 10. Managing through the Life Cycle 11. Managing Brands Section IV: Implementing the Market Strategy Part A: Providing Customer Value 12. Managing the Product Line 13. Managing Services and Customer Service 14. Developing New Products Part B: Communicating Customer Value 15. Integrated Marketing Communications 16. Mass Communication 17. Digital Marketing 18. Directing and Managing the Field Sales Effort Part C: Delivering Customer Value 19. Distribution Decisions 20. Retailing and Wholesaling Part D: Getting Paid For Customer Value 21. Critical Underpinnings of Pricing Decisions 22. Setting Prices 23. Ensuring the Firm Implements the Market Offer as Planned 24. Monitoring & Controlling Firm Performance and Functioning 25. International, Regional, and Global Marketing 26. Ethical, Legal, and Socially Responsible Decisions in Marketing

Reviews

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

""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

Author Information

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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