Managing Marketing in the 21st Century-4th Edition by Noel Capon (2016, Trade...

KeithCommodities
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Item specifics

Condition
Acceptable: A book with obvious wear. May have some damage to the cover but integrity still intact. ...
ISBN
9780986402302
Category

About this product

Product Identifiers

Publisher
Wessex, Incorporated
ISBN-10
0986402303
ISBN-13
9780986402302
eBay Product ID (ePID)
242852792

Product Key Features

Edition
4
Book Title
Managing Marketing in the 21st Century-4th Edition
Language
English
Topic
Marketing / General
Publication Year
2016
Illustrator
Yes
Genre
Business & Economics
Author
Noel Capon
Format
Trade Paperback

Dimensions

Item Height
1.6 in
Item Weight
62.9 Oz
Item Length
11 in
Item Width
8.5 in

Additional Product Features

Intended Audience
Trade
Synopsis
At 668 pages and 26 chapters, Managing Marketing in the 21st Century is about understanding how to develop market strategy and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing; rather, the book focuses on what the prospective manager needs to know. Hence, Managing Marketing in the 21st Century differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers. Marketing is an applied field, and we believe textbook writers should provide guidance for good marketing practice. In addition, we focus on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), Managing Marketing in the 21st Century will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, and will instead become senior executives, general managers, CFOs, and CEOs. We write for you also, because an understanding and appreciation of marketing is central to virtually every important decision that managers make. Because this marketing course will be the only one many of you will take, in a sense, this book provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business. Marketing provides the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, complementors, and the business environment in general. Managing Marketing in the 21st Century contains introductory chapter cases, many examples, Internet links to additional material, video/audio interviews, key ideas, marketing questions, and multiple choice and true/false questions and answers.

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KeithCommodities

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