TY  - BOOK
AU  - Capon,Noel
AU  - Hulbert,James M.
TI  - Marketing management in the 21st Century
SN  - 013915695X 
U1  - 658.8 CAP 
PY  - 2001///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
N1  - Includes bibliographical references and index; SECTION I: MARKETING AND THE FIRM	
Introduction to Marketing Management
1	(24)
The Environmental Imperative
25	(28)
The Externally Oriented Firm
53	(32)
SECTION II: FUNDAMENTALS FOR STRATEGIC MARKETING	
Customers
85	(32)
Competitions and Complementers
117	(30)
SECTION III: THE TASKS OF MARKETING	
Determine and Recommend Which Markets to Address
Identifying Opportunities for Creating Shareholder Value
147	(34)
Identify and Target Market Segments
Market Segmentation and Targeting
181	(22)
Set Strategic Direction
Market Strategy: The Integrator
203	(27)
Competitive Market Strategies in Introduction and Growth
230	(25)
Competitive Market Strategies in Maturity and Decline
255	(18)
Managing Brands
273	(35)
Design The Marketing Offer
Managing the Product Line
308	(27)
Developing New Products
335	(28)
Integrated Marketing Communications
363	(37)
Directing and Managing the Field Sales Effort
400	(27)
Distribution Decisions
427	(30)
Managing Services and Customer Service
457	(27)
Managing Price and Value
484	(32)
Secure Support From Other Functions
Ensuring the Marketing Offer Is Implemented as Planned
516	(23)
Monitor and Control
Monitor and Control Execution and Performance
539	(21)
SECTION IV: FUTURE DIRECTIONS	
Marketing and the Internet
560	(32)
Postscript		592	(4)
Appendix		596	(22)
Glossary		618	(2)
Publications Cited in the Text		620	(2)
Brand/Company Index		622	(8)
Subject Index		630	

N2  - "This book emphasizes the role of marketing in creating value for customers because customer value in turn leads to the creation of value for other firm stakeholders including stock-holders and employees."--Jacket
ER  -