Marketing Management in the 21st Century

About this book

An introductory graduate text on developing market strategy and managing the market process emphasizing the role of marketing in creating value for customers. Provides a set of concepts for approaching marketing decisions and examines the structuring and analysis of managerial problems in marketing in the modern corporation. Features material not typically covered in marketing texts such as an emphasis on shareholder value the link between product markets and capital markets and firms and governments as customers. Capon and Hulbert teach business and international marketing at Columbia Universitys Graduate School of Business. Annotation c. Book News Inc. Portland OR (booknews.com)