Marketing Management in the 21st Century

Rating:
Summary: This is a really forward looking marketing textbook
Review: Capon and Hulbert's experience and expertise shine through this book. They have long taught Columbia's MBAs and executive programs so it is not surprise that they have brought it so readably together in this single volume. Like any other comprehensive textbook it is too long to read straight through. I intended mostly to skim but also dive into selected passages but found myself hooked and glad of it. I particularly liked its modern, forward looking attitude.

This is absolutely not the 4Ps dressed up with some e-business. Capon and Hulbert revisit the fundamentals of what marketing will be and each chapter has a neat table comparing "new way" with "old way". It is also packed with real examples and their website addresses. All marketers should keep this book by their desks and turn to the relevant chapter as issues arise.

Rating:
Summary: Completely different from existing marketing texts
Review: I have read and taught my share of marketing texts and I spend a lot of time on consulting and executive education. So I was not prepared to find much new in this book. But it lives up to the promises of the authors in the introduction; it is completely different from existing texts. Most of all, the book is normative. The authors come right out and tell you what they think and how you should apply the knowledge contained in the book. Most texts contain too many lists of things ("five different types of wholesale institutions") that are great for professors, including myself, who want to give a multiple choice exam, but do very little for a managerwho needs information. This book is great if you need information and intellectual support to make marketing decisions. It also has some excellent philosophical content. I think Chapter 3 on its own is worth the price of the book and much more. You may think you know what it means to have a market focus. After reading that chapter carefully, you will have to admit you did not actually know what it meant. The numerous examples of what an 'external orientation' actually implies for the firm will give you a multitude of inspiring ideas to take back to your firm.