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Second-hand textbooks are sometimes a student option, but are rapidly outdated and carry a fairly high price.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.