Frameworks for Market Strategy: European Editionhelps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors, and lies at the core of leading and managing a business.

To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but has updated the cases, examples and discussions to increase the book's relevance for students outside the US. Key features include:

• A strong strategic focus, teaching students how to analyze markets, customers and competitors to plan, execute, and evaluate a winning market strategy
• Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public or non-profit firms
• Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities
• Full chapters devoted to key topics, including brand management, marketing metrics, and ethical as well as social responsibilities
• Focus on globalization, with a chapter on regional and international marketing
• Multiple choice, discussion, and essay questions at the end of each chapter

Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments and those who will become senior executives.