Noel Capon – författare

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 and underdemand, 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 mattersNoel 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.From the Hardcover edition.

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 of 80 percent of a firm''s revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition. Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business.To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include:• A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy• Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms• Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities• Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities• Focus on globalization with a chapter on regional and international marketing• Multiple choice, discussion, and essay questions at the end of each chapterOffering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business.To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include:• A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy• Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms• Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities• Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities• Focus on globalization with a chapter on regional and international marketing• Multiple choice, discussion, and essay questions at the end of each chapterOffering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business.To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include:• A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy• Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms• Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities• Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities• Focus on globalization with a chapter on regional and international marketing• Multiple choice, discussion, and essay questions at the end of each chapterOffering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business.To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include:• A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy• Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms• Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities• Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities• Focus on globalization with a chapter on regional and international marketing• Multiple choice, discussion, and essay questions at the end of each chapterOffering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

A groundbreaking guide to increasing sales and profits by reestablishing the primacy of marketing, from three leading experts.Why are some companies able to focus on the important points, while others fight internal battles, obsess over trivia, and let opportunities pass them by? According to Hulbert, Capon, and Piercy, when companies succeed it is often because every single person in every department -- from Sales to Human Resources to Finance -- has one paramount goal: to win and keep customers. Many of today's companies, however, have not heeded this crucial message. When they falter, it is often due to the fact that different departments report to different executives: then short-term goals like sales drive out the long-term necessity of marketing. Despite lip service to the contrary, the marketing departments of most companies often fail to reach their most important customers. Drawing on their combined experience of three-quarters of a century advising corporations, Hulbert, Capon, and Piercy argue that marketing must be dragged out of the marketing department. Indeed, it must become the top priority of the CEO, who automatically sets the tone for the entire company.The solution, the authors demonstrate, is to integrate the marketing imperative into every function of a corporation: finance, operations, sales, R&D, customer service, and human resources. This total marketing strategy has proven hugely successful for companies such as Intel, Canadian Pacific Hotels, Safeway, and Toyota.Total Integrated Marketing provides an essential framework for designing and managing change so that companies can outperform their rivals. Containing a wealth of marketing tips and innovations easily adapted to any business, this is essential reading for all managers concerned about the future of their companies.

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 of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.