Book Information
Please find information and resources for our books below.
Managing Marketing in the 21st Century
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.
About Managing Marketing In The 21st Century
To: Faculty and Students
From: Professor Capon, Columbia Business School, New York, NY
- For most marketing faculty, textbooks fill an important role in designing your courses.
- For students, a good marketing textbook plays a valuable role in the learning process
- Virtually all serious marketing textbooks are priced well in excess of $100. Some prices are even over $150.
- Second-hand textbooks are sometimes a student option, but are rapidly outdated and carry a fairly high price.
The price of Managing Marketing in the 21st Century is $49.70 for the printed book, $39.70 for a PDF download, and on a Pay-What-You-Think-It's-Worth basis for electronic access.
Also so available for students are Managing Marketing in the 21st Century: Student Study Guide and chapter-by-chapter electronic (downloadable) Flash Cards. The price for the Student Study Guide is $29.70 for the printed book and $24.70 for the PDF download. The price for the Flash Cards is $14.70.
Students may also purchase Managing Marketing in the 21st Century, Managing Marketing in the 21st Century: Student Study Guide, and Flash Cards, printed and PDF downloads, in various attractively priced bundles.
The Virgin Marketer is a marketing planning workbook that faculty often use along with Managing Marketing in the 21st Century. The price is $29.70 for the printed book and $24.70 for a PDF download.
These books offer considerable value for both faculty and students. You can examine and purchase them on this website. Please explore and enjoy.
To: Marketing Professionals
From: Professor Capon, Columbia Business School, New York, NY
- The authors of Managing Marketing in the 21st Century have spent much of their careers working with corporations large and small around the world.
- The learning embodied in Managing Marketing in the 21st Century will help improve your marketing and how you run your business.
- The Virgin Marketer will help you improve the quality of your marketing plans.
- Not convinced about the authors; check out the Wall Street Journal review of Professor Capon's trade book, The Marketing Mavens, below.
Explore Managing Marketing In The 21st Century
Other Videos
Interviews with Marketing Leaders
Chapter 1 - Introduction to Managing Marketing
Columbia MBA alumna, Ellen
Chapter 4 - Customer Insight
Howard Richman, Executive Director, Marketing and Commercial Services Procurement, Merck
Chapter 8 - Market Segmentation and Targeting
Ron Boire, President, ToysRus North America
Chapter 10 - Managing Through the Life Cycle
Ron Boire, President, ToysRus North America
Chapter 11 - Branding
Schmitt, Executive Director, Center on Global Brand Leadership, Columbia Business School
Chapter 15 - Integrated Marketing Communications
1: Mark Hughes, CEO Buzz Marketing: Author Buzz Marketing
2: Joe Plummer, Director of Research, Advertising Research Foundation
Chapter 16 - Directing and Managing the Field Sales Effort
1: Dave Cichelli, Vice President, The Alexander Group: Author Compensating the Sales Force
2: Eric Baron, Founder and President, The Baron Group: Author Sling is a Team Sport
Chapter 19 - Managing Price and Value
1: Reed Holden, Founder and President, Holden Associates: Author
2: Hitendra Wadhwa, Associate Professor of Practice, Columbia Business School
Chapter 20 - Ensuring the Firm Implements the Marketing Offer as Planned
Sam Moed, Senior VP Worldwide Strategy and Operations, Bristol-Myers Squibb
Chapter 21 - Monitoring and Controlling Firm Performance and Functioning
1: Alan Fortier, President, Fortier and Associates, Inc.
2: Ron Boire, President, ToysRUs North America
Marketing Humor
Chapter 4 - Customer Insight
1: Customer Insight 1
2: Customer Insight 2
3: Customer Value 1
4: Customer Value 2
5: Customer Value 3A
6: Customer Value 3B
7: Customer Value 4
Chapter 11 - Branding
Virgin Branding
Chapter 15 - Integrated Marketing Communications
1: Advertising Olympics
2: Carlton Draught Skytroop Show
Chapter 16 - Directing and Managing the Field Sales Effort
A Few Good Expenses
Text by Chapter Previews
Each chapter preview comprises:
Learning Objectives
Opening Case
Introduction
Key Messages
Questions for Study and Discussion
Chapter Previews:
Video by Chapter Previews
Capon's Marketing Framework
Capon’s Marketing Framework is shortened version of Managing Marketing in the 21st Century that, nonetheless, provides a solid framework for marketing students. This book 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.
About Capon's Marketing Framework
To: Faculty and Students
From: Professor Capon, Columbia Business School, New York, NY
- For most marketing faculty, textbooks fill an important role in designing your courses.
- For students, a good marketing textbook plays a valuable role in the learning process
- Virtually all serious marketing textbooks are priced well in excess of $100. Some are even priced at over $150.
- Second-hand textbooks are sometimes a student option, but are rapidly outdated and carry a fairly high price.
The price of Capon's Marketing Framework is $46.70 for the printed book, $36.70 for a PDF download, and on a Pay-What-You-Think-It's-Worth basis for electronic access.
Also available for students are Capon's Marketing Framework: Student Study Guide and chapter-by-chapter electronic (downloadable) Flash Cards. The Price for the Student Study Guide is $29.70 for the printed version and $24.70 for the PDF download. The price of the Flash Cards is $14.70
Students may also purchase Capon's Marketing Framework, Capon's Marketing Framework: Student Study Guide, and Flash Cards, printed and PDF downloads, in various attrractively priced bundles.
The Virgin Marketer is a marketing planning workbook that faculty often use along with Capon's Marketing Framework. The price is $29.70 for the printed book and $24.70 for a PDF download.
These books offer considerable value for both faculty and students. You can examine and purchase them on this website. Please explore and enjoy.
To: Marketing Professionals
From: Professor Capon, Columbia Business School, New York, NY
- The author of Capon's Marketing Framework has spent much of his career working with corporations large and small around the world.
- The learning embodied in Capon's Marketing Framework will help improve your marketing and how you run your business.
- The Virgin Marketer will help you improve the quality of your marketing plans.
- Not convinced about the author; check out the Wall Street Journal review of Professor Capon's trade book, The Marketing Mavens, below.
Explore Capon's Marketing Framework
Explore Capon's Marketing Framework
Other Videos
Interviews With Marketing Leaders
Chapter 1 - Introduction to Managing Marketing
Columbia MBA alumna, Ellen
Chapter 4 - Customer Insight
Howard Richman, Executive Director, Marketing and Commercial Services Procurement, Merck
Chapter 8 - Market Segmentation and Targeting
Ron Boire, President, ToysRus North America
Chapter 10 - Managing Through the Life Cycle
Ron Boire, President, ToysRus North America
Chapter 11 - Branding
Schmitt, Executive Director, Center on Global Brand Leadership, Columbia Business School
Chapter 15 - Integrated Marketing Communications
1: Mark Hughes, CEO Buzz Marketing: Author Buzz Marketing
2: Joe Plummer, Director of Research, Advertising Research Foundation
Chapter 16 - Directing and Managing the Field Sales Effort
1: Dave Cichelli, Vice President, The Alexander Group: Author Compensating the Sales Force
2: Eric Baron, Founder and President, The Baron Group: Author Sling is a Team Sport
Chapter 19 - Managing Price and Value
1: Reed Holden, Founder and President, Holden Associates: Author
2: Hitendra Wadhwa, Associate Professor of Practice, Columbia Business School
Chapter 20 - Ensuring the Firm Implements the Marketing Offer as Planned
Sam Moed, Senior VP Worldwide Strategy and Operations, Bristol-Myers Squibb
Chapter 21 - Monitoring and Controlling Firm Performance and Functioning
1: Alan Fortier, President, Fortier and Associates, Inc.
2: Ron Boire, President, ToysRUs North America
Marketing Humor
Chapter 4 - Customer Insight
1: Customer Insight 1
2: Customer Insight 2
3: Customer Value 1
4: Customer Value 2
5: Customer Value 3A
6: Customer Value 3B
7: Customer Value 4
Chapter 11 - Branding
Virgin Branding
Chapter 15 - Integrated Marketing Communications
1: Advertising Olympics
2: Carlton Draught Skytroop Show
Chapter 16 - Directing and Managing the Field Sales Effort
A Few Good Expenses
Text by Chapter Previews
Video by Chapter Previews
Video by Chapter Previews
The Virgin Marketer
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.
About The Virgin Marketer
- The Virgin Marketer is a companion volume to Wessex's marketing textbooks, Managing Marketing in the 21st Century and Capon's Marketing Framework.
- The Virgin Marketer provides a structured approach to developing a market strategy and implementation programs.
- The author constructed The Virgin Marketer from marketing planning exercises that have a very long pedigree.
- Many well-known domestic and multinational firms have used exercises in The Virgin Marketer to develop actionable marketing plans.
- The Virgin Marketer Is available as a printed book or a downloadable PDF. In either case, purchasers receive access to the complete set of templates in PowerPoint.
- Prices for The Virgin Marketer are $29.70 for the printed book and $24.70 for a PDF download.
View or Download Sample Projects
Click to view or download.
Fundamentals of International Business
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.
About Fundamentals of International Business
To: Faculty and Students
From: Professor Capon, Columbia Business School, New York, NY
- For most International Business faculty, textbooks fill an important role in designing your courses.
- For students, a good International Business textbook plays a valuable role in the learning process
- Virtually all serious International Business textbooks are priced well in excess of $100. Some are even priced at over $150.
- Second-hand textbooks are sometimes a student option, but are rapidly outdated and carry a fairly high price.
The price of Fundamentals of International Business is $56.70 for the printed book, $39.70 for a PDF download, and on a Pay-What-You-Think-It's-Worth basis for electronic access.
Also available for students is Fundamentals of International Business: Student Study Guide. The Price for the Student Study Guide is $29.70 for the printed version and $24.70 for the PDF download.
Students may also purchase Fundamentals of International Business, Fundamentals of International Business: Student Study Guide printed and PDF downloads, in various attrractively priced bundles.
These books offer considerable value for both faculty and students. You can examine and purchase them on this website. Please explore and enjoy.
Managing Global Accounts
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.
About Managing Global Accounts
Managing Global Accounts is a book written for global account managers and directors of global account programs. Managing Global Accounts combines both an academic viewpoint (Capon) and practical experience with leading global account programs from IBM (Schindler) and Xerox (Potter). As multinational firms increasingly demand to be treated on a global basis, many firms are investing in global account programs. Managing Global Accounts is a must-read for responsible executives contemplating and executing global account programs, and for those charged with developing, managing, and growing global account relationships.
Managing Global Accounts is available as a printed book, PDF download, and audio book. The price for Managing Global Accounts is $29.70 for the printed book, $24.70 for the downloadable PDF, and $29.70 for the audio book.
For a top-flight educational experience on how to develop, manage, and grow global account relationships, see the Global Account Manager Certification Program jointly offered by Columbia Business School and St. Gallen University at Executive Education Programs at Columbia Business School under the Professor Capon tab on this website.
What Reviewers Are Saying
Review by Jennifer Cuthbertson
Managing a company’s global accounts is not the same as managing national accounts, and any business that tries to move from national to global accounts without careful consideration and planning is doomed to fail. Managing Global Accounts presents a planning process and nine critical factors that any company must consider as it moves into the global marketplace. From how to change an organization’s structure, to how to determine what accounts to accept, to how to hire the right Global Account Manager (GAM), this book provides a blueprint for any company contemplating making the leap into the global economy.
Capon, Potter, and Schindler focus on achieving corporate success and organizational survival by focusing on developing and sustaining beneficial relationships with global customers. Today, many companies are finding that they are getting a higher portion of their revenue and profits from fewer customers. In fact, these customers can be considered to be core assets.
As a result many companies have developed strategic or key account programs as an organizational approach to revenue and profit concentration. These strategies have brought many companies great success, when they develop the appropriate strategies, line organizations, systems and processes, and human resources to serve them. But, many of the companies find they are not set up to handle a customer’s request to place a single global order, to purchase similarly.
The authors contend that the domestic strategic account management model does not work for this scenario, because the supplier does not have a framework, strategy, organization, or process to negotiate an arrangement with the global customer. As they put it, The multi-domestic (or multinational) supplier cannot satisfy the customer’s need for conducting business globally, even though the supplier itself may operate in many countries around the world.
Successful global account management may call for reformulating the line organization and accepting the inherent personnel dislocations. It will also mean changing systems and processes designed to serve domestic customers with ones that will work globally, and the human resources implications are enormous. Globalization is one of the key catalysts for change in today’s business world, and one of the biggest challenges is that most companies will still need to meet the needs of their domestic customers, while determining how to adapt for current and potential global customers.
The authors have outlined several hurdles that companies must clear before setting up a global account management system. They also lay out the rewards and risks in global account management and caution that, while it is very tempting to skip the extensive planning, it is not recommended. Indeed the benefits of “getting it right the first time are very substantial. If you are able to improve your relationships with a few global accounts, the rewards in additional revenues and profits should by far exceed your investment in the global program.
A successful global account program can mean increased profits through global coordination; development of global partnerships; better competitive positioning, and greater global dependency by customers, because customers also benefit. They receive better products and services that meet their needs, and they could gain process efficiencies and solve global supply chain issues.
But, as has been pointed out already, global account management is not risk-free. It is possible to create expectations, both with the internal sales force and the external customer, that are hard to meet. A company may experience additional price pressures from customers, and a company may need to invest in improvements to service in remote areas. Corporate culture may also interfere with the transformation to a global account management system.
Business Book Review™ Vol. 23, No. 17 - Copyright ©2006 Business Book Review, LLC. - All Rights Reserved
Rolf Dobelli (Luzern Switzerland)
Noel Capon, Dave Potter and Fred Schindler claim that how corporations manage their global accounts will determine nothing less than their "success and organizational survival in the 21st century." The authors present in reasonably clear (though not always grammatical) language the essentials of global account management. Stories at the beginnings of the chapters demonstrate the importance of the issues, and helpful summaries at the ends recapitulate the authors' main points. This is a practitioner's guide, straightforward and detailed. getAbstract recommends it to global account managers as well as to managers of sales and marketing units who are considering instituting a global account management program.
Testimonials for Managing Global Accounts
"I've seen it from both sides of the desk. Increasingly all firms impacted by globalization. Key account management is tough enough -- managing global accounts even tougher. Capon, Potter and Schindler lay out a comprehensive roadmap for managing global accounts. Nine critical success factors (CSFs) are key to managing the global account process. Done right, global account management provides value to supplier and to global customer. The authors show how to do it."
-- Ron Boire, Executive Vice President/General Merchandise Manager, Best Buy, Inc., formerly, President Consumer Sales Company, Sony Electronics
"Managing global customers is becoming a critical issue for corporations around the world. Customers are dramatically evolving their procurement practices, and an effective global account management approach will be an increasingly important competitive advantage for the customer-focused firm. Capon and his coauthors lay out a roadmap to develop a superior global account management approach. This book is a must read if you want to be world class in global account management."
-- Jean-Claude Larre´che´, The Alfred H. Heineken Chaired Professor of Marketing, INSEAD, Fontainebleau, France
"This is a great 'triptik' for the journey to developing a 'World Class' Global Customer Program."
--Tom Muccio, Former President Global Customer Teams, Procter & Gamble
"Successful global account management can be the most difficult sales and marketing initiative undertaken by any firm. The authors of this book truly understand the complexities involved and they provide a thorough overview of the required critical success factors."
-- Tom VanHootegem, Vice President Strategic Segment Sales, OfficeMax Contract
"Managing world-spanning accounts is central to every global firm's success. Yet the task forces organizations into new molds, making it a daunting effort. This important book embraces every facet of the undertaking, weaving them all into one coherent framework -- a rare accomplishment for any business text. That, plus its conversational style will make Managing Global Accounts an important and readily-used tool for years to come."
-- Jordan D. Lewis, author, Trusted Partners: How Companies Build Mutual Trust and Win Together
"If you are looking to start or revitalize your global account management program, this book is a must read. Generally there is a lack of understanding in the senior ranks of large organizations when starting a global account program that often leads to costly false starts and client upset. This book takes away the mystery and sets forth valid concepts and steps that will make these programs viable. It eliminates the blind alleys and guess work. It provides an experienced path to follow that will support any company developing their global account program. You will discover ideas and thoughts that usually come to a sales executive well into the development of such a program. The authors approach the subject from experience and leave the theory to others. It is written in plain language including realistic examples that only someone who has been there can know. These authors deserve a standing ovation from Sales Leaders charged with developing global account programs.
-- James J. Brown, Executive Director, Russ Berrie Institute for Professional Sales, Christos Cotsakis College of Business, William Paterson University of New Jersey
"Implementing global account management is not easy. At IBM it took us several years and many iterations to build the current program that today puts the right senior level focus on our top global accounts -- and we're not finished yet. Fred Schindler was part of that struggle and Managing Global Accounts in part recounts its history. However, IBM is only a small part of this book. In a unique partnership of the business world with academe, Capon, Potter and Schindler lay out a comprehensive roadmap for developing a global account program. If you are trying to support your global customers, I recommend you read and use this book. Your will save yourselves time and many missteps as you learn from the myriad of insights the authors provide."
-- Rosemary H Campbell, Director, International Sales & Operations, Worldwide, IBM
"This book addresses a very important topic in customer management and will undoubtedly become an essential component of every global account manager's tool-kit. The world today is littered with failure stories as vendors react to the ever-increasing demands of their global customers. The authors offer a clear step by step guide on how managers can proactively conceive, design and implement effective and profitable global account management programs. Starting with the importance of defining the scope of the program and gaining management buy-in, the authors provide a clear and detailed process flow to selecting the right type of global accounts, designing the GAM organization, finding the right GAM talent. The authors also offer a number of valuable insights into implementation issues in terms of designing and executing the right type of account plans and, at the end of the day, demonstrating the value of the GAM initiative to both the firm and the customer. As they move through the various stages of formulating and implementing mutually beneficial global account relationships, the authors do a very thorough job in highlighting the pitfalls at each stage and providing the reader with a series of simple, yet powerful guidelines that will ensure the success of their GAM initiatives."
-- Das Narayandas, Professor of Business Administration, Harvard Business School, Boston, MA.
"The authors have done an excellent job of integrating the technical and social aspects of the global account management process. In a very accessible book they look at the essential aspects that a global account manager needs to master."
-- Fons Tropenaars, THT Consulting, Amsterdam, Netherlands
"An indispensable how-to book for CEO's who lead global companies and, even more importantly, for those who aspire."
-- Jerome A. Chazen, Cofounder and Chairman Emeritus, Liz Claiborne, Inc.
"As a VP managing global account managers in a global Fortune 300 company, I learned more from reading this book's first few chapters then I have in my last five business books. The authors have done a great job pulling together all the logistics from starting, hiring, training, supporting, and sustaining a successful program. If anyone every wanted a book on how to CORRECTLY build a global account program, using best practices, this is IT!!!! I liked this book's easy going interface played out by the 'almost believable' reality interactions between four main characters set up in the first chapters. You have a CEO, a consultant, a global account director and a global account manager, all struggling with their time commitments on one hand and their desire to make this work in their heads. They all learn a lot from each other on a flight delay (very real to any global account manager) and subsequent travel/trip. This helps the reader by following the questions and answers of both parties. Three cheers to Capon, Schindler and Potter for a great narrative of technical training and business savvy all in one tight package. I am confident that the careful reading, comprehension and implementation of this books tenet's will save many firms tens of thousands of dollars in consultant fees. This is the real McCoy!"
-- Chris Morrison, Divisional Vice President, Nalco Global Accounts
"This well-organized book is a very useful source of practical ideas for companies that want to unlock the full value of global supplier-customer collaboration. It belongs on any managers' bookshelf who want to get their future approach towards global account management right."
-- Christoph Senn, Senior Lecturer, University of St.Gallen (HSG), Switzerland
Managing Global Accounts addresses this important sales management topic thoroughly and insightfully. There is exceptional treatment of many issues that global account executives wrestle with... from understanding the forces that drive the need for effective global coverage, to aligning programs and power structures that enable global account program success. It is great reading for those interested in assessing their on-going global account coverage efforts. It is equally compelling for those who are in the process of building a global account organization.
-- Gary S. Tubridy, Sr. Vice President, The Alexander Group, Inc.
"Finally a book which can help corporations transform the art of selling into the science of growth. Companies now have the chance to impact their customer assets in the same way they have optimized their supply chains. It is all here and the winners will know how to use it."
-- David Macaulay, Sr. Vice President, Siemens AG
Key Account Management and Planning
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.
About Key Account Management and Planning
Key Account Management and Planning has been described as "The bible of key account management." Key Account Management and Planning is a must-read for key/strategic account managers and directors of key/strategic account management programs. Published by Free Press, Key Account Management and Planning is avaiable from bookstores and online booksellers like Amazon.com and BarnesandNoble.com.
What Reviewers Are Saying
"Thorough introduction to account management", Jeff Vance
As a manager in a large international consulting firm, I've been exposed to a number of different issues in a key account management.This is one of the most thorough reviews of the subject I've come across.
The book spends about 30 pages covering the introduction to what Key Account Management is, and more importantly what it is not. It provides a balanced view to the benefits to both the customer and supplier firm, as well as instances where key account management may not be appropriate.
The bulk of the book (Part 2 and 3) covers key account analysis and planning. It devotes two entire chapters to key account analysis and supplier firm analysis/competitor analysis. These are perhaps the most valuable chapters in the book. Chapter 7 covers formulating and capturing the key account strategy -- from the vision and mission statements through action plans and resource committments. Part 2 also provides significant coverage of the various organizational issues around organizing for key account management.
Part 4 covers critical issues in key account management, including issues in partnering with your key accounts and a whirlwind treatment of issues related to global account management.
The content of the book (though dry) is good for a survey of the issues. A number of examples are provided to illustrate points, though some of these examples are fairly weak and could have easily been omitted. The exercises and appendices provided take up nearly 70 pages. The exercises are extremely helpful at boiling down analysis, planning and information requirements for improving key account plans. The appendices provide exposition and further examples to back up the content.
Overall, I would recommend this book for anyone who is new to account management and looking for a very even-handed overview of the structure, processes and critical issues for account management. It was exactly what I expected. I would not recommend this book for someone who is looking for an introduction to a sales organization or for techniques on selling as that's not where the book is focused.
"An exceptional guide," Midwest Book Review
Middle to large business managers who want a practical handbook for managing a company's assets should consider this extensive guide a 'must': Key Account Management And Planning focuses on customers and how to retain them, examining the systems and processes of maintaining and expanding a business and developing key account plans. The focus on common problems and solutions makes Key Account Management And Planning an exceptional guide.
"Very thorough,"Villipauli, Helsinki, Finland
Working in KAM and writing my thesis on Benchmarking KAM/KAS, I find this book to be one of the two cornerstones for me. It is well-developed and unlike many of the other books on the market, it leaves you with the impression that the process is difficult, but possible with proper planning. I have read many other books on the subject, that tell amusing anecdotes, make it look simple, and give little structure for proceeding. They are actually long sales brochures for the consultants that wrote the books. Capon's book covers how to manage the process of selecting, approaching, and acquiring key accounts, and more importantly, how to align this process with the strategy of the firm. Very useful.
"This book covers the key account management from all points of view" D. Kosmatos
This book covers the key account management from all points of view. It is very useful for every key account manager because in the various chapters it handles every important issue that can be a part of key account management.
"Wise, thorough, and timely", Jordan D. Lewis, Washington, DC
For decades, companies have recognized the central value of getting close to their customers. Yet most attention to that topic has focused on selling to consumers. How to build such vital relationships with business customers has never been spelled out. Noel Capon's new book is far more than the best work on a long-ignored topic. Its breadth, depth, and practicality make Key Account Management and Planning a resource that should be valued by sales and marketing executives, their colleagues, and top executives for many years to come.
"Meticulous manual on key account management", Rolf Dobelli
Not surprisingly, the author of this exhaustive guide to key account management is a professor: Noel Capon of the Columbia University Graduate School of Business. His meticulous manual on key account management certainly could be used to teach a course on the subject. He thoroughly explains why corporations turn to key account management to handle their biggest customers. He outlines the benefits to these firms and their clientele, covering every stage of the account management process: selection of clients, key account organization, recruitment, training, research, analysis, strategy, step-by-step action and implementation. Capon's liberal use of real-life stories, graphs, and examples of what works and what doesn't helps break up the dry, complex material. This reference book requires commitment and concentration, but we consider it essential reading for anyone in corporate sales and key account management, or for any sales manager who is considering a key account management system.
Testimonial for Key Accounts and Management
“Noel Capon has written the bible of key account management for anyone who works with key accounts, particularly those in senior management. I was really impressed with the level of detail and the depth of the understanding. This handbook will be my first source to research specific issues as they might arise. A superb achievement.”
—Tom VanHootegem, Director of National Accounts, Boise Cascade Office Products, and past President, Strategic Account Management Association (SAMA)
“A must read for executives around the world for whom key account management is fast becoming one of their most critical challenges.”
—John Quelch, Dean, London Business School, London, England
“Capon’s differentiation of the global account management elements is insightful and will help those considering global account management to avoid some common mistakes. If his advice is followed, companies can get breakthrough results in managing their most important clients.”
—Fred Schindler, International Sales Operations, Program Executive, Global Customer Management, IBM
“From theory to practice to implementation in one complete guide to increasing brand and company value. I’ve used Noel Capon’s approach and it works. It’s that simple.”
—William Ilaria, Sr. Director, Business Development, Kraft Foods
“This book will catapult Mr. Capon into the forefront of strategic account management. It is destined to be the primer for creating successful national and global programs.”
—Steven W. Lewis, Vice President, Development II, Inc.
“A truly comprehensive book…its strength is its delineation of the many components of crafting and executing a successful strategic customer strategy, something every business executive should be clamoring for in today’s highly competitive marketplace.”
—Lisa Napolitano, Executive Director, Strategic Account Management Association (SAMA)
“Anyone who has already begun to implement this system will find themselves in many chapters of this book. Those who are just embarking on the journey will find it invaluable to accelerate successful implementation.”
—Bram Bluestein, Executive Vice President, A.T. Kearney, Inc.
“A valuable tool for transforming the art of account management into a science. Companies wishing to move up their customer’s value chain would be well advised to follow the principles and processes contained in this comprehensive work.”
—David Macaulay, Senior Vice President, Information and Communications Group, Siemens AG
“A detailed framework for servicing customers through a key account management process…a valuable and useful book for organizations contemplating a change to their sales organization.”
—Richard J. Potter, Director, Vital Strategic Program, Deloitte Consulting
“Comprehensive and authoritative…offers a powerful framework for developing superior key account strategies.”
—Professor Christoph Senn, University of St. Gallen, Switzerland
“Provides a strategic planning process that can build business success....Capon understands that all business is global and that being globally competitive will determine who will ultimately survive. A must read for any business leader who hopes to generate the sales revenues needed to compete both locally and globally.”
—William M. Klepper, PhD., Academic Director, Executive Education, Columbia University Graduate School of Business
“The prescription for success is carefully, objectively and comprehensively defined in this book. What Capon describes today will be a required competence for every business executive tomorrow.”
—Howard Stevens, Chairman and CEO, The H.R. Chally Group, Dayton, Ohio
“A wise and insightful book . . . Describes approaches used by organizations to reach key customers. . . . Capon’s unique vision of the planning process, strategic issues, partnering and global account management will make this book a classic.”
—Tony Carter, Chair, Business Administration and Professional Programs, Wagner College
“Strategic account management has become the leadership force that brings companies close to their business customers. Capon has assembled the tools that companies will need to achieve this critical objective.”
—Jordan D. Lewis, author of Trusted Partners
“This book is must reading for anyone who really cares about building a first rate key account sales capability.”
—Gary Tubridy, Vice President and Founder, The Alexander Group
“Provides a soup to nuts guide to key account management, applicable to any business. If key accounts are in your future (and they should be), read and act immediately upon the precepts in this book.”
—Laurie Charlton, Business and Operations Director, Corning Museum of Glass
“A practical guide that presents a comprehensive overview and concrete action steps on an important strategic issue facing corporations today.”
—Peter Mathias, CEO Mathias and Co., Strategic Customer Consultants
“Embraces this new world of global account management and provides breakthrough perspectives for any global account manager or global team.”
—Tim Love, Managing Partner, Saatchi & Saatchi
“It's better than a Clancy novel if you enjoy business as much as I do. . . . Practical insights and a wealth of examples that will work for any business in any industry. The bottom line is delivering more value though demonstrably differentiating our company from our competitors in our key accounts. Capon’s business acumen has provided the insight and the motivation to improve on both.”
—David Lambers, Channel Business Development Manager, Eastman Kodak Company
The Marketing Mavens
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. Companies no longer have the luxury of such behavior, and customers no longer dance to their tunes.
About The Marketing Mavens
Shelly Lazarus, chairman and CEO of Ogilvy Worldwide, describes The Marketing Mavens as: "This is big picture marketing about companies whose entire orientation is 'to the market.'" Based on in-depth interviews with CEOs and top marketing leaders at the best marketing companies worldwide, the author distills a new system of five-linked imperatives that drive marketing and company success.
Published by Crown Business, The Marketing Mavens is available at bookstores and at online booksellers like Amazon.com and barnesandnoble.com.
For a video of Professor Capon discussing The Marketing Mavens, click here.
Wall Street Journal Review
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What Reviewers Are Saying
Where companies once thrived in a climate of scarce supply, globalization introduced a breed of killer competitors ready to lure customers away at every opportunity. Dr. Noel Capon's new book Marketing Mavens identifies the five key marketing imperatives that differentiate surviving market leaders enabling them to rise above the competition and dominate their respective industries. Dr. Capon further examines how these companies have managed to retain consumer loyalty by integrating customer needs and values throughout its operations making marketing everyone's business. It helps us understand how the best marketers create a slot in the consumer's mind that no other product can occupy and how a successful positioning will create a new slot or unseat an incumbent. The final result is a book that offers valuable insight into "the internal dynamics, the thinking, and the actions that make great companies great." It is a must read!
-- Robert Friedman, President of @radical Media. Former President of New Line Cinema and Founding member of MTV networks
"Marketing Mavens provides accessible insight into how some of the world's iconic companies have penetrated deep into consumer psyches to develop winning strategies and brands. In fact, the mavens are all mavericks--seeing what others miss and having the conviction to invest capital, build capabilities and create new businesses. Capon skillfully overlays a five point framework over great narratives of how a broad range of companies -- from Starbucks to Sony, from the Mayo Clinic to Virgin and Bloomberg -- push the boundaries of "marketing" into the real world of anticipating and meeting customer needs."
-- Donald J. Gogel, President and CEO, Clayton, Dubilier and Rice, Inc.
"This is a terrific book, rich with anecdotes and logic. Capon makes sense of all the marketing clutter by integrating the insights of the world's best marketers into a series of simple rules. These rules become the manifest for market leaders and those who want to become one. This is the best marketing book I've read in a long time."
-- Reed Holden, Founder and CEO Holden Advisors
"A fascinating book with a much-needed, different point of view: One I have personally held for a very long time. This is big picture marketing about companies whose entire orientation is 'to the market'. It's about people at vibrant and successful companies who orient themselves to the outside world of consumers, customers and users. Everything marketing mavens think of and everything they do is in the context of the people who are actually buying the product and experiencing the brand."
The Marketing Mavens is excellent. It's the right book at the right time."
--Shelly Lazarus, CEO Ogilvy & Mather Worldwide
"Think of this book as the Miracle-Gro for marketers. Put a little of Noel Capon's formula into your marketing root system and see your business flourish. It's time marketers dug much deeper into customer dynamics and drivers to make market understanding a real competitive advantage that can be both a differentiator and business value builder. Filled with valuable, relevant and current brand marketing illustrations, Capon makes a compelling argument for advancing the need to architect and integrate your operations around the customer experience. Let's all make "customer-focused action" a cultural imperative in our organizations!"
--Donovan Neale-May, Executive Director, Chief Marketing Officer (CMO) Council
"Professor Capon has powerfully made the case for why and how to become a customer-centric business, with big "M" marketing driving everything you do. He focuses his message through five key principles, he provides outstanding case examples and insights, and offers a wealth of specific, pragmatic changes that you can make to drive your business to an altogether higher level of performance."
-- Adrian J. Slywotzky, Mercer Management Consulting
"Dr. Noel Capon's new book, Marketing Mavens, is a much-needed book in the spirit of Built to Last by Collins, by digging deeply into the strategies, tools, and track records of leaders. Most books in this tradition treat marketing as one factor (often small) in the company's impressive track record. This book, Marketing Mavens, as the title suggests is all about great marketing. Any marketer, any manager who needs marketing to be at their best will glean useful stuff - ideas, cases, and tools from this timely book. The in-depth look at integrated marketing is especially valuable in today's fragmented marketplace."
-- Joe Plummer, Chief Research Officer, The ARF - The Research Authority
"While many talk about the necessity of being 'customer-centric', in Marketing Mavens, Noel Capon clearly identifies and illustrates the essential elements that enable companies to achieve and sustain leadership by continuously delivering value to their customers. I highly recommend this book to business leaders of all ranks regardless of whether they are looking to build a new business model, transform an existing organization, or better understand and strengthen an already thriving organization."
-- Sidney Taurel, Chairman and CEO, Eli Lilly & Company
"Marketing Mavens unearths the shared characteristics of customer centric companies that consistently outperform their rivals. It defines fundamental truths that apply from Toyota to IBM, from Amazon to Alcoa. This is a "must read" for business leaders and marketing executives who are committed to leading and winning the battle for growth in today's competitive markets."
-- Gary S. Tubridy, Sr. Vice President, The Alexander Group, Inc.
Professor Capon's Video Presentation
Professor Capon presents The Marketing Mavens