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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
