This world-class marketing textbook (350 pages), authored by a seasoned Columbia Business School professor, is organized around six marketing imperatives. The book's 23 chapters cover the marketing landscape and provide explicit direction for organizational survival and growth, and enhancing shareholder value. Widely adopted in the U.S. and Europe,Capon's Marketing Framework contains hot links to author interviews with marketing leaders.
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This is a student guide
Do not cheated by the cover, this is not the book itself, it’s a student guide.