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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.
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.
A groundbreaking guide to increasing sales and profits by
reestablishing the primacy of marketing, from three leading
experts.
Why are some companies able to focus on the important points,
while others fight internal battles, obsess over trivia, and let
opportunities pass them by? According to Hulbert, Capon, and
Piercy, when companies succeed it is often because every single
person in every department -- from Sales to Human Resources to
Finance -- has one paramount goal: to win and keep customers. Many
of today's companies, however, have not heeded this crucial
message. When they falter, it is often due to the fact that
different departments report to different executives: then
short-term goals like sales drive out the long-term necessity of
marketing. Despite lip service to the contrary, the marketing
departments of most companies often fail to reach their most
important customers. Drawing on their combined experience of
three-quarters of a century advising corporations, Hulbert, Capon,
and Piercy argue that marketing must be dragged out of the
marketing department. Indeed, it must become the top priority of
the CEO, who automatically sets the tone for the entire
company.
The solution, the authors demonstrate, is to integrate the
marketing imperative into every function of a corporation: finance,
operations, sales, R&D, customer service, and human resources.
This total marketing strategy has proven hugely successful for
companies such as Intel, Canadian Pacific Hotels, Safeway, and
Toyota.
"Total Integrated Marketing" provides an essential framework for
designing and managing change so that companies can outperform
their rivals. Containing a wealth of marketing tips and innovations
easily adapted to any business, this is essential reading for all
managers concerned about the future of their companies.
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