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"Managing Marketing in the 21st Century is excellent. I have been teaching Marketing for over 30 years and Capon has written the best overall book about our discipline I have read. The numerous company examples are right on target and coverage of the many facets of our field is absolutely great for our students. The text handles the complexity and nuance of our discipline so well and deserves recognition."
William C. Smith, Department of Marketing, University of Southern Mississippi
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"Managing Marketing in the 21st Century is an outstanding marketing text. I really love the website and the PowerPoints that support the main text are first rate. Thank you for making them available! I am delighted to endorse this outstanding work."
Steven Permut, Eller Entrepreneurship Scholar, Eller College of Management, University of Arizona
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"Managing Marketing in the 21st Century is a tangible mind-map of my view of marketing. It addresses the core topics in a succinct fashion, and the sub-topics appear in all the right places."
Kapil Jain, Department of Marketing, University of Texas at Austin
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"I am going to adopt Managing Marketing in the 21st Century for my introductory MBA marketing management course. The book is much more compatible with the hands-on, analytical approach that I use to teach marketing, compared to other leading marketing textbooks."
Dr. M. Krishna Erramilli, Professor of Marketing & Director of MBA Program, Stuart School of Business, Illinois Institute of Technology
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"Managing Marketing in the 21st Century provides an insightful and unique approach to study of the marketing discipline. The authors provide a contemporary perspective on the development, implementation and management of the marketing function. The text covers the traditional areas of marketing management extremely well, while also demonstrating how marketing contributes to, and interacts with, other functional areas of the firm. The authors provide many valuable examples of how companies develop and execute their marketing strategies with a focus toward providing superior value to customers. The authors are two of the elite marketing educators and their extensive knowledge and experience of marketing is reflected in this text."
George E. Belch, Professor and Chair, Department of Marketing San Diego State University
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"Based upon the authors' extensive experience in teaching and working with major corporations, Managing Marketing in the 21st Century provides a new and powerful approach for marketing management. The organizing focus of the six marketing imperatives is a distinctive and powerful integrative tool for communicating the critical functions and roles marketing must play. These imperatives provide an outline for the actions needed to implement the ideas in the book and thus provide a clear pathway from learning to action. Their focus provides great learning benefits at a much lower price - great customer value indeed!"
James R. Bettman, Burlington Industries Professor of Marketing, The Fuqua School of Business, Duke University
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"Managing Marketing in the 21st Century is an excellent, well orchestrated, and thorough treatment of what contemporary marketing management means to organizations. The material is supported by a plethora of data drawn from a wide range of credible sources and examples. The textbook discusses important ideas and insights in depth but also presents many marketing problems and provides viable solutions. The book is an excellent resource about contemporary marketing practice."
Tony Carter, Professor and Director, School of Business, University of New Haven
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"This is a comprehensive and well-written book that covers the classic marketing issues as well as cutting-edge research. I especially like the book's practical approach, illustrated by an interesting case at the beginning of each chapter. The discussion on linking marketing actions to shareholder value is a much-needed direction for the entire marketing profession."
Sunil Gupta, Edward W. Carter Professor of Business Administration, Harvard Business School
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"Managing Marketing in the 21st Century, is a terrific book! It is fresh, comprehensive, to-the-point, strategic, international, B2B+B2C, up-to-date and easy to read. What an amazing combination of attributes. I especially appreciate its view of marketing as a key contributor to shareholder value. And the different, more accessible distribution method, just adds to the value of this work."
Dominique M. Hanssens, Bud Knapp Professor of Marketing, Anderson School of Management, UCLA former Executive Director, Marketing Science Institute
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"One needs to read no further than the Foreword to realize that the authors are practicing what they preach - using the strength of the Internet to deliver more value to their customers and shareholders. The proposed framework is clear, parsimonious, and engagingly presented to capture the essence of 21st Century marketing practice. A plethora of up-to-date examples cleverly interwoven throughout drives home key conceptual points."
Richard J. Lutz, J. C. Penney Professor of Marketing, Warrington College of Business Administration, University of Florida
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"The authors have written a marketing textbook that is likely to become a classic. Far too often, marketing textbooks are written like laundry lists, taking a purely descriptive approach toward the complex and vital function that is marketing. This book is much more prescriptive and action-based, where the authors make tough choices and take a stand on what should be done. Also, they focus on crucial topics that typically get far less attention than they deserve, like the integration of marketing and finance and business-to-business marketing. In keeping with the vast changes on how knowledge is created and disseminated, the direct distribution model and will pass significant value to buyers."
Puneet Manchanda, Associate Professor of Marketing, Ross School of Business, University of Michigan
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"Managing Marketing in the 21st Century is a fresh, innovative and solid alternative to current marketing textbooks. Jammed with examples to engage students, this book will take any marketing course to the next level."
Bernd Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School and Author of Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind
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"What I liked most about Managing Marketing in the 21st Century is the clarity and conciseness with which key marketing concepts are illustrated with excellent real world case histories. I particularly liked Chapter 2: The Value of Customers: Optimizing Shareholder Value. It provides a direct link between the lifetime value of a customer and the company's shareholder value."
Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
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"Managing Marketing in the 21st Century is a refreshing change in the cluttered space of marketing texts. It not only has the laudable goal of being affordable and accessible on the Internet, but also brings with it the combined experience of two marketing gurus and their advice on problems that writers skirt by saying, 'There are no right or wrong answers.' The six marketing imperatives are a great way for the novice to begin to apply marketing principles and for more expert readers to recast their thinking. Finally, the manner in which the book emphasizes and re-emphasizes the four principles in each domain of marketing decision-making makes for a useful, and effective learning tool. The reader, at any level of expertise, will not be disappointed."
Priya Raghubir, Professor of Marketing and Mary C. Jacoby Faculty Fellow, Stern School of Business, New York University
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"I like Managing Marketing in the 21st Century and feel it is well-written with a real-world approach. It is also affordable, which is what we need for our students. I believe you have a good combination in this text book."
Dotty Heady, Sullivan University
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"Managing Marketing in the 21st Century is a clearly written, well organised, and beautifully designed text. It not only covers the required material but also offers new insights and forms of analysis and presentation. There are many well chosen cases and examples from both North America and Europe. Overall a book to be recommended."
Geoff Easton, Professor, Department of Marketing, Lancaster University Management School, Great Britain
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"Noel Capon’s Managing Marketing in the 21st Century offers a holistic perspective on the evolving role of the marketer, one that requires fluency in the language of top management, strategic analysis, and cross-functional integration. This is an excellent book for a core course in marketing and the breadth of U.S. and European examples will make the book come alive for students."
Nader Tavassoli, Professor and Chair, Marketing Faculty, and Director, Customer Focused Marketing, London Business School
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"Managing Marketing in the 21st Century is a great book about marketing. It is stuffed with new insights into the modern realities that executives really face. The structure of the material identifies key ideas and important messages so they cannot be missed, and significantly asks challenging questions to interest and stimulate the reader. This is one of those books you cannot read without learning something new about marketing. It is a "must-have" for marketing students and executives everywhere!"
Nigel F Piercy, Professor of Marketing & Strategy, Warwick Business School, University of Warwick, UK.
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