Capon's Marketing Framework

Capon s Marketing Framework is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Capon s Marketing Framework differs from other undergraduate and graduate marketing texts. The author takes a position on what he believes is a better or worse course of action for marketers. Marketing is an applied field; the author believes he should provide guidance for good marketing practice.