Synopsis:

Managing Marketing in the 21st Century is about understanding how to develop market strategy and managing the marketing process. It is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. This book differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers.

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Synopsis:

Managing Marketing in the 21st Century is a world-class marketing textbook. This Student Study Guide is structured in the same way as the textbook. It is designed to help students with their study of marketing. Students are encouraged to explore Chapter 1 of the study guide before making the purchasing decision. Read Chapter 1 Free

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Synopsis:

Flash Cards for Managing Marketing in the 21st Century: an aid to learning

To download Chapter 1 FREE, click here

Flash cards are Flash files that can be downloaded to your PC or Mac. They come in a downloadable Zip file that you extract to your computer; you can then test yourself Chapter by Chapter.

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Synopsis:

Capon’s Marketing Framework is shortened version of Managing Marketing in the 21st Century that, nonetheless, provides a solid framework for marketing students.

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Synopsis:

The Student Study Guide is structured in the same way as Capon’s Marketing Framework. It is designed to help students with their study of marketing. It is particularly helpful for memorizing content and for preparing for exams. Students are encouraged to explore Chapter 1 of the study guide before making the purchasing decision.

PDF Download $22.70, Electronic Book (read online) $20.70

Synopsis:

The Virgin Marketer is a companion volume to the textbook, Managing Marketing in the 21st Century. As you read and study the material in the textbook, we hope that you will learn a lot about marketing. But no matter how much effort you put into the text, and how good a job we have done with Managing Marketing in the 21st Century, it is really only a start. You will only begin to live and breathe the marketing philosophy by getting your hands dirty and actually doing marketing. That is the purpose of The Virgin Marketer.The material in The Virgin Marketer has a very long pedigree; many well-known domestic and multinational firms have used selections and/or variations of the frameworks to develop actionable marketing plans.

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Synopsis:

Managing Global Accounts will help you address the issues of dealing with global customers. As globalization takes hold several things happen; customers are more demanding and sophisticated, competition gets tougher, business is more complex and fast changing, and highly competent global account managers are in short supply. The managerial challenges of competing in a global world are more difficult in orders of magnitude than competing domestically. Life is especially tough when the corporation is not centrally focused on the global customer when corporate personnel across functions and around the world do not get it.

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Synopsis:

Fundamentals of International Business is an introductory international business text for use at the undergraduate level. Its comprehensive coverage of the subject also makes it appropriate for use in MBA programs. The book's content is streamlined when compared to the array of international business texts now available, but sufficiently rigorous and demanding to satisfy the professional integrity of the instructor. This text presents a balanced coverage of the subject matter, analyzing decision making in the context of their corporate conditions. Fundamentals of International Business is an introductory international business text for use at the undergraduate level.

Printed Book $55.00; PDF Download $34.50; Electronic Book FREE for 21 days, then PAY WHAT YOU THINK IT'S WORTH (minimum $1)

Synopsis:

Fundamentals of International Business is an introductory international business text for use at the undergraduate level. Its comprehensive coverage of the subject also makes it appropriate for use in MBA programs.The book's content is streamlined when compared to the array of international business texts now available, but sufficiently rigorous and demanding to satisfy the professional integrity of the instructor.This text presents a balanced coverage of the subject matter, analyzing decision making in the context of their corporate conditions.

PDF Download $19.50 Electronic Book (read online) $15.00

Synopsis:

The Asian Marketing Case Book is a compilation of case studies that demonstrates the diversity of marketing problems faced by organizations operating in Asia.  In preparing the material for this book, we have assembled 60 cases, based in 16 countries (plus countries in the Middle East), that cover a broad span of marketing problems.  The book examines:

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Synopsis:

Over the past dozen or so years, globalization has turned business on its head. For almost a half century, from the late 1940s until the 1990s, the overriding factor that dominated the economic scene was scarcity of supply. Companies did not have to be all that good, much less great, and competitive innovations in another country or region presented little threat. If somebody, somewhere, found a better way to do something, there was plenty of leeway to ignore it or slowly acquiesce to change.

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Synopsis:

Marketing has lost its way,  In country after country, senior executives have become obsessed with making their companies more customer-focused, market-focused, outward-oriented, or some permutation of those qualities often to no avail.  Companies cannot win in todays competitive markets by delegating marketing problems to a department.  Success in the new marketplace demands integration of the firms entire set of capabilities into a seamless system with the goal of exemplary customer satisfaction.

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Synopsis:

The Comprehensive Handbook to Managing Your Company's Most Important Strategic Securing and retining customers is increasingly recognized as the fundamental requirement for improving shareholder value, the primary objective for many corporations around the world. All firms develop their own methods of communication with customers, but typically in business to business marketing an on the road sales force is a critical element in this process. However, in recent years significant pressure has been placed upon the traditional sales force system.

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