Noel Capon: 4 books

The way far too many people at far too many companies think about and execute marketing was born in an era when suppliers-the companies generating products and services-were in the catbird seat. That world is long dead, and customers now occupy that position. In this relentlessly globalizing economy,...

The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess...

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...

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, nor is it filled with glossy pictures. Managing Marketing in the 21st Century focuses on...