The book – Managing Marketing: An Applied Approach along with the workbook The Marketing Toolkit, covers and provides insights on important marketing concepts in a manner that practitioners of marketing can easily understand and implement them in the real-world.
It covers in detail, emerging and widely discussed marketing topics such as creating customer value, mass and digital communication, customer relationship management, customer lifetime value, marketing research, implementing international, regional, and global marketing strategies and how the various environmental factors affect a company and the industry in which a company operates, with a focus on India.
Although the book is mainly aimed at students and instructors of marketing, it can also be used as a reference point by marketing professionals to improve their marketing plans and strategies.
In addition to the wide range of topics covered in the book, some of the other features that make it a must read are:
Case Studies – Every chapter is introduced via a case study that creates the foundation for the chapter.
Question Data Bank – A variety of questions included at the end of a chapter help the readers to check their understanding of the concepts explained.
Additional Resources – Links to video and audio clippings that further explain the concepts discussed are given at the end of every chapter. And, The Marketing Toolkit guides the reader in designing a comprehensive marketing plan, based on the knowledge gained from reading the book.
Presentation – The book has a good mix of text, diagrams and charts which make it easy for the reader to understand the concepts being discussed.
What Others Have To Say:
This is a comprehensive and well-written book….I especially like its practical approach…the discussion on linking marketing actions to shareholders value is a much-needed direction for the entire marketing profession.
Sunil Gupta, Edward W. Carter Professor of Business Administration, Harvard Business School
An ambitious text that provides an updated, comprehensive framework for marketing practitioners who seek to put the best theory into action.
Dipak C. Jain, INSEAD Chaired Professor of Marketing, INSEAD, Fontainebleau, France, Former Dean, INSEAD (France), Former Dean, Kellogg Graduate School of Management, Northwestern University (U.S)
Managing Marketing: An Applied Approach is likely to become a classic….compared to many purely descriptive textbooks, it is much more prescriptive and action-based….it takes a stand on what should be done, and focuses on crucial topics that are often short-changed. The direct distribution model will pass significant value to buyers.
Puneet Manchanda, Isadore and Leon Winkelman Professor, Ross School of Business, University of Michigan
About The Authors:
Noel Capon is the R.C. KOPF Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. In the past, he has been associated with other top institutes like Harvard Business School, INSEAD (France) and Indian School of Business (ISB-Hyderabad).
Siddharth Shekhar Singh is the Director of the Fellow Programme in Management and Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali. A global thought leader in customer relationship management (CRM), Professor Singh is also actively involved with several entrepreneurial start-ups, and consults regularly with both Indian and global companies across several industries.
Wiley India, 30 June 2014, Get it here