• Order a free examination hardcopy (MM21C, Capon’s Marketing Framework, The Virgin Marketer)
• View the electronic copy online (MM21C, Capon’s Marketing Framework, The Virgin Marketer)
• Download the PDF (MM21C, Capon’s Marketing Framework, The Virgin Marketer)
• Access and download the Instructor’s Manual (the Instructor’s Manual includes suggested course outlines, chapter objectives, annotated learning objectives, suggestions for teaching, and further questions for discussion. Additionally, the Instructor’s Manual includes responses and teaching notes to in-chapter and end-of-chapter materials)
• Access the Test Bank (true/false, multiple choice, and short-answer questions)
• Short-Cases, download the short-cases.
• Recommended cases for each chapter (HBS, INSEAD, etc.)
• PowerPoint Lecture Presentation (PowerPoint Lecture Presentation enables instructors to customize their own multimedia classroom presentation. Containing approximately 200 slides, the package includes figures and tables from the text, as well as outside material to supplement chapter concepts. Each slide has a notes page for explanation. Material is organized by chapter, and can be modified or expanded for individual classroom use. PowerPoints can be easily adapted for the instructor’s own use.)
• Video clips

Managing Marketing in the 21st Century (600 pages) targets graduate and senior undergraduate business students who will learn to practice marketing in their courses. Managing Marketing in the 21st Century is highly recommended for MBAs and EMBAs. Capon’s Marketing Framework (300 pages) might be more appropriate for some undergraduate courses.

Managing Marketing in the 21st Century:

• Is built around six marketing imperatives (determine and recommend which markets to address / identify and target market segments / set strategic direction / design the marketing offer / secure support from other functions / monitor and control), four marketing principles (Principle of Selectivity and Concentration, Principle of Customer Value, Principle of Differential Advantage & Principle of Integration) and promotes marketing as a philosophy.
• Differs from competitor books: MM21C has a chapter on linking success in delivering value to customers and improving shareholder value (exploring in depth the concept of customer lifetime value).
• Has thorough chapters on Branding, Marketing Metrics, and Monitor & Control.
• Draws on the experience of the authors (Who are the authors?) to illustrate marketing concepts with cutting-edge examples. (Each chapter has an opening case and many examples throughout the text to highlight key concepts)
• Introduces several genuinely new ideas drawn from the authors’ research and writing
• Helps students develop critical thinking and problem solving skills and thus the ability to address the rapid changes taking place in marketing.
• The Virgin Marketer companion book gives the students the opportunity to practice marketing.
• Has an unbeatable price! (How does the price compare with other textbooks?)

MM21C is one third of the price of most Marketing Management textbooks

Compare:
Managing Marketing in the 21st Century, by Noel Capon with James Mac Hulbert,
$45 printed book, $29.50 PDF Download, Electronic version Pay what you think it is worth!

Marketing Management,by Philip Kotler and Kevin Keller
List price $176.00 Amazon.com $134.11

Marketing Management,by Russ Winer
List price $176.00 Amazon.com $140.75

Marketing Management, by J. Paul Peter and James Donnelly
List price $128.07

Principles of Marketing, by Philip Kotler and Gary Armstrong
List price $186.67 Amazon.com $139.62

The authors include several features in each chapter to enhance students’ learning experience:
• Learning Objectives at the beginning of each chapter.
• Opening case. Real-life examples of organizations that help focus the upcoming material.
• The Changing View, an Old Way/New Way device showing the direction of change.
• Showcase examples to illustrate specific elements in the chapter.
• Key ideas, highlighted in the margins for easy reference.
• Marketing Questions to engage students with the text and deepen their understanding.
• Questions for Study and Discussion at the end of each chapter to help students reflect on the chapter material and gain a deeper insight.
• Glossary at the end of the book
• Problem Sets. In chapters where it is appropriate the authors pose numerical problems and then show how to secure the right answer.

Additional learning materials are on the website. These include:
• Video Clips. Many chapters have one or more interviews that address issues pertinent to the chapter.
• Short Cases. Many chapters have one or more short cases that pose contemporary real marketing problems faced by companies.

No matter how well-written the textbook, the only way to really learn marketing is by doing it. You simply have to take the ideas, concepts, and frameworks and put them into practice.
The Virgin Marketer is a companion volume to Managing Marketing in the 21st Century. Its 21 chapters correspond to the 21 chapters in this book. Each chapter contains a set of tried-and true experiential exercises designed to help the user analyze a marketing situation, develop a market strategy, and design a series of implementation programs.
$25.00

NOEL CAPON is the R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division at the Graduate School of Business, Columbia University. Professor Capon’s early education was in Britain, and he holds B.Sc. and Ph.D. degrees from London University – University College. He also holds a Diploma in Business Administration from Manchester Business School, an MBA from Harvard Business School, and a Ph.D. from Columbia University — Columbia Business School.
Professor Capon joined the Columbia Business School faculty in 1979. Previously he was on the faculty of, and received tenure from, the University of California – Graduate School of Management, UCLA. He has taught and held faculty positions at Harvard Business School, in Australia — Monash University, England — Bradford Management Centre and Manchester Business School, France – INSEAD, Hong Kong — The Hong Kong University of Science and Technology (HKUST), and the People’s Republic of China — China European International Business School (CEIBS), in Shanghai. Professor Capon currently holds the position of Distinguished Visiting Professor at Manchester Business School.
Professor Capon has published ten books: Corporate Strategic Planning, The Marketing of Financial Services: A Book of Cases, Planning the Development of Builders, Leaders and Managers of Twenty First Century Business, Why Some Firms Perform Better than Others: Towards a More Integrative Explanation, The Asian Marketing Case Book, Marketing Management in the 21st Century (also in a Chinese edition), Key Account Management and Planning, Total Integrated Marketing, Managing Global Accounts, and The Marketing Mavens. He is also editor for sectionson Marketing, as well as Sales Management and Distribution, in the AMA Management Handbook.
Professor Capon has published more than 60 journal articles and edited book chapters.
In addition to teaching in Columbia Business School’s full-time MBA and Executive MBA programs, Professor Capon is active in executive education. He has directed Competitive Marketing Strategy, Strategic Account Management, Sales Management, and Pricing-to-Win programs.
In addition, he directs and teaches executive seminars for leading business schools and corporations around the world. Professor Capon inaugurated Columbia Business School’s highly successful executive-level Marketing Management program as a joint venture in Shanghai, PRC with CEIBS.

JAMES MAC HULBERT is Visiting Professor at the Guanghua School of Management, Peking University, and R. C. Kopf Professor Emeritus of International Marketing at the Graduate School of Business, Columbia University. He previously served as Vice Dean as well as Chair of the Marketing Division. Professor Hulbert holds a B.Sc. in Nuclear Physics from King’s College, London University, an MBA from Oklahoma State University, and a Ph.D. from Washington University in St. Louis.
Mac Hulbert spent 34 years at Columbia. He has also lectured or held visiting positions at UCLA, Washington University in St. Louis, London Business School, Bradford Management Center, and Cardiff Business School. He has held appointments in Australia — Monash University, Brazil — Fundacao Joao Pinheiro and Fundacao Getulio Vargas, China — the China Europe International Business School (CEIBS) in Shanghai, France — University of Grenoble,
Greece — the Athens Laboratory of Business Administration, and Iran — the Industrial Management Institute in Tehran.
Professor Hulbert has published nine books: Advertising and the Public Interest, A Empresa Multinacional no Brasil, Managing the Multinational Subsidiary, Marketing: A Strategic Perspective (also in a Spanish edition), Corporate Strategic Planning, Marketing Management in the 21st Century (also in a Chinese edition), Total Integrated Marketing, and Strategic Management.
Professor Hulbert has written over a hundred academic papers.
Hailed as a “Marketing Whiz” by BusinessWeek, Mac Hulbert served for many years as Faculty Director of Columbia’s highly regarded executive programs in Sales Management and Marketing Management. He has taught in executive development programs in Europe, South America, North America, the Middle East, Africa, Australia, and Asia. He co-founded one consulting firm, served as Chairman of another, and has consulted with and taught for major companies around the globe.

The author is firmly committed to his work and personally stands fully behind it. If you have questions or concerns about this book, please contact him at any time. Here is his contact information: Prof. Noel Capon, nc7@columbia.edu