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Frameworks for Market Strategy
Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In t...
Corporate Strategic Planning
An epic spanning more than half a century of Taiwan's history, this breathtaking historical novel traces the fortunes of the Pengs, a family of Hakka Chinese settlers, across three generations from the 1890s, just before Taiwan was ceded to Japan as a result of the Sino-Japanese war, through World War II. Li Qiao brilliantly re-creates the dramatic world of these pioneers -- and the colonization of Taiwan itself -- exploring their relationships with the aboriginal peoples of Taiwan and their struggle to establish their own ethnic and political identities. This carefully researched work of fiction draws upon Li's own experiences and family history, as well as oral and written histories of the...
The Virgin Marketer
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The Marketing Mavens
Publisher description
Marketing Management in the 21st Century
This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager - not just the marketer - needs to know about developing marketing strategy and managing the marketing process.
Key Account Management and Planning
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First,...
Capon's Marketing Essentials
At 186 pages and 20 chapters, Capon's Marketing Essentials provides the essence of marketing. Developed by popular request, Capon's Marketing Essentials highlights the key features of developing and implementing market strategy, in an easy-to-read and much smaller volume than either Managing Marketing in the 21st Century or Capon's Marketing Framework. What Capon's Marketing Essentials lacks in examples, it makes up for in conciseness. Students gain an excellent understanding of marketing. Capon's Marketing Essentials contains Internet links to additional material, video/audio interviews, and multiple choice and true/false questions and answers.
Sales Eats First
Sales Eats First examines how B2B sales organizations in today's most admired corporations develop and deploy major intellectual capital. They courageously inject their intellectual capital into the value propositions that benefit both customers and their own companies. Capon and Tubridy show that today's most successful companies are customer-motivated organizations where sales has the recognized responsibility for identifying customer needs and crafting and delivering solutions to meet those needs as an equal partner with marketing, product development, and other functions. They show an irrepressible flair for differentiating products in categories where competitors have resigned themselves to believing that differentiation is impossible. Their customer-motivated sales machines deliver the numbers, keep competitors at bay, and unlike products and programs, are very difficult to replicate. This book should also be invaluable for other functional managers, especially those that interface with sales. Companywide managers, including CEOs, should also benefit as they learn how to leverage sales excellence to achieve superior business performance.
