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Frameworks for market strategy

by Noel Capon | 12 December 2016
Category: Management
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 this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book's relevance for students outside the USA. Key features include: A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities Focus on globalization with a chapter on regional and international marketing Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.
€109.19
327 Reward Points
Currently out of stock
Delivery 5-7 Days
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

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 this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book's relevance for students outside the USA. Key features include: A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities Focus on globalization with a chapter on regional and international marketing Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.
Currently out of stock
Delivery 5-7 Days
Eligible for free delivery
327 Reward Points

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

€109.19
Currently out of stock
Delivery 5-7 Days
Eligible for free delivery
327 Reward Points

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

Product Description

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 this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book's relevance for students outside the USA. Key features include: A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities Focus on globalization with a chapter on regional and international marketing Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

Product Details

Frameworks for market strategy

ISBN9781138889194

Format

Publisher (12 December. 2016)

No. of Pages632

Weight1106

Language English (United States)

Dimensions 177 x 245 x 33