Capon, Noel; Go, Frank M. - 2015 - European edition
-- Purpose -- Customers: Students -- Customers: Marketing Faculty -- Differential Advantage -- A Pedagogical Framework for … -- Frameworks for Market Strategy: Create Your Market Plan -- Acknowledgements -- Concluding Statement -- Section I Marketing and … the Firm -- 1 Introduction to Managing Marketing -- Learning Outcomes -- Opening Case: Starbucks -- What Does Marketing …