CAPON'S MARKETING PRINCIPLES /
Capon's Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to kn...
| Main Authors: | , |
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| Format: | text |
| Language: | eng |
| Published: |
Subang Jaya, Selangor : SJ Learning,
2015
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| Subjects: |
| _version_ | 1796752208469950464 |
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| author | Capon, Noel, 1937-, author 389277 Shamza Khan, author 581355 |
| author_facet | Capon, Noel, 1937-, author 389277 Shamza Khan, author 581355 |
| author_sort | Capon, Noel, 1937-, author 389277 |
| collection | OCEAN |
| description | Capon's Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This 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. Capon's Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Furthermore, Capon's Marketing Principles: Asia Edition focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, but will instead become senior executives, general managers, CFOs, CEOs, or functional experts who interface with marketing. Capon's Marketing Principles: Asia Edition is also for you because an understanding and appreciation of marketing is central to virtually every important decision that senior managers make. Because this may be the only marketing course many of you will take, Capon's Marketing Principles: Asia Edition provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business by providing the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, and complementers, and the business environment in general. Marketing is concerned with the firm's long-run relationships with customers as well as its short-run sales activity. Marketing must be a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Capon's Marketing Principles: Asia Edition emphasizes the role of marketing in creating value for customers - customer value leads to creating value for other firm stakeholders, including shareholders and employees. |
| first_indexed | 2024-03-05T14:16:50Z |
| format | text |
| id | KOHA-OAI-TEST:515416 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T14:16:50Z |
| publishDate | 2015 |
| publisher | Subang Jaya, Selangor : SJ Learning, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5154162021-10-17T04:00:29ZCAPON'S MARKETING PRINCIPLES / Capon, Noel, 1937-, author 389277 Shamza Khan, author 581355 textSubang Jaya, Selangor : SJ Learning,2015©2015engCapon's Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This 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. Capon's Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Furthermore, Capon's Marketing Principles: Asia Edition focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, but will instead become senior executives, general managers, CFOs, CEOs, or functional experts who interface with marketing. Capon's Marketing Principles: Asia Edition is also for you because an understanding and appreciation of marketing is central to virtually every important decision that senior managers make. Because this may be the only marketing course many of you will take, Capon's Marketing Principles: Asia Edition provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business by providing the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, and complementers, and the business environment in general. Marketing is concerned with the firm's long-run relationships with customers as well as its short-run sales activity. Marketing must be a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Capon's Marketing Principles: Asia Edition emphasizes the role of marketing in creating value for customers - customer value leads to creating value for other firm stakeholders, including shareholders and employees.Includes bibliographical references and index.1. Marketing and the firm -- 2. Fundamentals insights for strategic marketing -- 3. Strategic marketing -- 4. Implementing the market strategy -- 5. Special marketing topics.Capon's Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This 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. Capon's Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Furthermore, Capon's Marketing Principles: Asia Edition focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, but will instead become senior executives, general managers, CFOs, CEOs, or functional experts who interface with marketing. Capon's Marketing Principles: Asia Edition is also for you because an understanding and appreciation of marketing is central to virtually every important decision that senior managers make. Because this may be the only marketing course many of you will take, Capon's Marketing Principles: Asia Edition provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business by providing the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, and complementers, and the business environment in general. Marketing is concerned with the firm's long-run relationships with customers as well as its short-run sales activity. Marketing must be a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Capon's Marketing Principles: Asia Edition emphasizes the role of marketing in creating value for customers - customer value leads to creating value for other firm stakeholders, including shareholders and employees.MOHAIMINAH KHAYON;PSZ_KLMarketingMarketingURN:ISBN:9789671264928 |
| spellingShingle | Marketing Marketing Capon, Noel, 1937-, author 389277 Shamza Khan, author 581355 CAPON'S MARKETING PRINCIPLES / |
| title | CAPON'S MARKETING PRINCIPLES / |
| title_full | CAPON'S MARKETING PRINCIPLES / |
| title_fullStr | CAPON'S MARKETING PRINCIPLES / |
| title_full_unstemmed | CAPON'S MARKETING PRINCIPLES / |
| title_short | CAPON'S MARKETING PRINCIPLES / |
| title_sort | capon s marketing principles |
| topic | Marketing Marketing |
| work_keys_str_mv | AT caponnoel1937author389277 caponsmarketingprinciples AT shamzakhanauthor581355 caponsmarketingprinciples |