In Spring 2008, Professor Noel Capon, R.C. Kopf Professor of International Marketing at Columbia Business School (New York), was contemplating a strategy and implementation plan for his new marketing textbook, Managing Marketing in the 21st Century (MM21C). His company, Wessex Inc, had published this book along with a marketing planning workbook, The Virgin Marketer (TVM), the previous fall. Although a few instructors had adopted MM21C for their courses, overall sales were sluggish and Capon wondered what actions he should take to get his books into broader use.
Fall 2008
