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Title: 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.
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