Capon's Marketing Framework (5th Edition)

Capon’s Marketing Framework (5th Edition) is a shortened version of Managing Marketing in the 21st Century (5th Edition). It is a significant upgrade from prior editions inasmuch as it breaks ground with genuinely new ideas. Essentially, this book is about understanding how to develop and implement market strategy and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing; rather, it focuses on what the prospective manager needs to know. Hence, Capon’s Marketing Framework differs from other senior undergraduate and introductory graduate-level marketing texts. We take positions on what we believe are better or worse courses of action for marketers. Marketing is an applied field; 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), Capon’s Marketing Framework will form