The Marketing Mavens
Заглавие:      The Marketing Mavens
ID на Книгата:      418
Автори:      Noel Capon
ISBN:      9780307354099
Издател:      Crown Business
Дата на публикуване:      2007.06.12
Издание:      1
Брой страници:      0
Език:      Английски
Рейтинг:      5 
Корица:      cover
Описание:     

From Booklist

Capon's well-researched and sophisticated foray into the best marketing practices might be relegated to the ho-hum category. After all, one could argue, the central theme—customers don't have to do business with you; everyone is responsible for helping to create and retain customers—is a given today. On the other hand, many corporations seem to lose their way and insight in the welter of mergers, acquisitions, and just plain internal and external change. Capon comes to the rescue, although he is quick to admit there are no silver bullets; even those companies featured, from Dell and UPS to Alcoa and Prudential Financial, stumble on occasion. Yet most have conquered his five challenges: picking markets that matter, selecting segments to dominate, designing the market offer to create customer value and secure differential advantage, integrating to serve the customer, and measuring what matters. Details are prolific, one indicator of painstaking research. Jacobs, Barbara 
Copyright © American Library Association. All rights reserved


Review

"Mr. Capon ultimately aims to write a guide to help any company become a top marketer. He sticks to the five imperatives like commandments, making The Marketing Mavens a straightforward read.

"While Mr. Capon painstakingly supports each of his imperatives with company examples, he smartly acknowledges that even long-term winners aren't perfect. Describing personal-computer giant Dell's rise to the top in the 1980s and 1990s and its decline in recent years, he says that he panicked, late in his book-writing effort, wondering whether he should include Dell, as he had first planned. 'But then, as I looked across the business landscape, I saw that all companies, good and bad, have their stumbles and missteps. What distinguishes the good companies from the bad is their ability to limit mistakes and minimize recovery time.'Let's call that the sixth imperative."
The Wall Street Journal, August 1, 2007

"A fascinating book with a much-needed, different point of view: One I have personally held for a very long time. This is big picture marketing about companies whose entire orientation is ‘to the market’. It’s about people at vibrant and successful companies who orient themselves to the outside world of consumers, customers and users. Everything marketing mavens think of and everything they do is in the context of the people who are actually buying the product and experiencing the brand. The Marketing Mavens is excellent. It’s the right book at the right time."
—Shelly Lazarus, chairman & CEO, Ogilvy & Mather


From the Hardcover edition.

Review

"Mr. Capon ultimately aims to write a guide to help any company become a top marketer. He sticks to the five imperatives like commandments, making The Marketing Mavens a straightforward read.

"While Mr. Capon painstakingly supports each of his imperatives with company examples, he smartly acknowledges that even long-term winners aren't perfect. Describing personal-computer giant Dell's rise to the top in the 1980s and 1990s and its decline in recent years, he says that he panicked, late in his book-writing effort, wondering whether he should include Dell, as he had first planned. 'But then, as I looked across the business landscape, I saw that all companies, good and bad, have their stumbles and missteps. What distinguishes the good companies from the bad is their ability to limit mistakes and minimize recovery time.'Let's call that the sixth imperative."
The Wall Street Journal, August 1, 2007

"A fascinating book with a much-needed, different point of view: One I have personally held for a very long time. This is big picture marketing about companies whose entire orientation is ‘to the market’. It’s about people at vibrant and successful companies who orient themselves to the outside world of consumers, customers and users. Everything marketing mavens think of and everything they do is in the context of the people who are actually buying the product and experiencing the brand. The Marketing Mavens is excellent. It’s the right book at the right time."
—Shelly Lazarus, chairman & CEO, Ogilvy & Mather


Product Description

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, we live in a world of oversupply andunderdemand, with too many suppliers chasing too few customers, offering more goods and services than the market can absorb.

Noel Capon set out to discover what differentiates people who know how to succeed in this changed world-people who are able to create customers for the products and services of their business.

The Marketing Mavens is based on a four-year-long research program that spanned twenty-five industries, identifying long-term winners and what they do differently. Put simply, Marketing Mavens place customers at the center of their business and make marketing everyone’s job. Using a wide variety of intriguing, in-depth examples, from ESPN to the Mayo Clinic, Dr. Capon shows how the mavens create customers. How by placing the sports fan at the center of its business, ESPN creates programming that meets the needs of fans that were never given a second thought by the networks; or how physicians at the Mayo Clinic, being both technical experts and skilled at creating a patient-centric ambience, motivate people to pay the extra travel and lodging expenses not covered by insurance.

Marketing Mavens, though a rare breed, can be found up and down an organization-from the CEO to chief marketing officers to business unit managers. Noel Capon has talked to mavens from across the global economy and brings forth their uncanny insights behind the five imperatives of the true Marketing Maven:

¥ Picking markets that matter
¥ Selecting segments to dominate and finding the sweet spot in that segment
¥ Designing the offer to create customer value and secure differential advantage
¥ Integrating to serve the customer
¥ And measuring what matters

Noel Capon in The Marketing Mavens redefines marketing, moving it from a focus on selling and communication into a discipline that guides all the key decisions of a business. By seeing marketing as everyone’s business-not the domain of a few specialists-you’ll get your business in step with the way the world really works . . . and start creating customers. Next year’s profits don’t depend on next year’s numbers but on next year’s customers. The Marketing Mavens points the way to those customers, profits, and an increased stock price.


About the Author

Noel Capon is the R. C. Kopf Professor of International Marketing and former chair of the marketing division at Columbia Business School. He is the leading expert on strategic and global account management and is a highly experienced marketing and sales management educator, widely sought after by major corporations around the world. Dr. Capon is the coauthor of Managing Global Accounts and Total Integrated Marketing and the author of Key Account Management and Planning.

   

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