Noel Capon
R.C. Kopf Professor of International Marketing
Marketing
BSc, University of London; PhD; Dip BA, Manchester Business School; MBA, Harvard; PhD, Columbia
Joined CBS in 1979
Office:
791
Kravis
Phone:
212-854-3466
E-mail:
[email protected]
Fax:
212-854-7647
Curriculum Vitae
Biography
Professor Capon teaches the electives Advanced Market Strategy: Development and Execution, and Sales, Managing the Sales Force, Key/Strategic/Global Account Management. His research interests are in Key/Strategic/Global Account management, and Market Planning and Strategy. Professor Capon has published more than 80 articles and book chapters, and in excess of 40 books. Recent books include —Managing Marketing in the 21st Century, Capon’s Marketing Framework, Capon’s Marketing Essentials, The Virgin Marketer, Sales Eats First, The Front-Line Sales Manager. Local versions of Professor Capon’s books have been published in Asia Pacific, Brazil (Portuguese), China (Mandarin), Russia, Spanish Latin America (Spanish), Western Europe, Middle East. Professor Capon’s most recent book is Customers Win, Suppliers Win: Lessons from One of IBM’s Most Successful Strategic Account Managers.
Teaching
Spring 2022
Advanced Market Strategy
(EMBA)
Spring 2021
Advanced Market Strategy: Development and Execution
(EMBA)
Fall 2021
Sales - Managing: The Salesforce, Key/Strategic Accounts, Global Accounts
(EMBA)
Fall 2020
Sales - Managing: The Salesforce, Key/Strategic Accounts, Global Accounts
(EMBA)
Advanced Market Strategy
(MBA)
Spring 2019
Developing and Executing The Market Strategy
(EMBA)
Fall 2019
Sales - Managing: The Salesforce, Key/Strategic Accounts, Global Accounts
(EMBA)
Advanced Market Strategy: Development and Execution
(EMBA)
Spring 2018
Developing and Executing The Market Strategy
(EMBA)
Fall 2018
Advanced Market Strategy: Development and Execution
(MBA)
Sales, Key/Strategic, and Global Account Management
(EMBA)
Columbia Caseworks cases
Building the Engineering/Tech Pipeline: Enhancing the SAE Brand as an Innovator (A and B)
(2020)
Coauthor(s): Noel Capon, Rita Bartczak
Building the Bloomberg Brand for Human Resources: Enhancing the Engineering Internship Program
(2018)
Coauthor(s): Noel Capon, Rita Bartczak
The Arden Company (Spanish Translation)
(2012)
Coauthor(s): Noel Capon, Martin Schleicher
Hausser Food Products Company (Spanish Translation)
(2012)
Coauthor(s): David Nadler, Noel Capon, Martin Schleicher
Bowen Industries
(2017)
Coauthor(s): Noel Capon
Key Account Management at Siemens: The Executive Relationship Program
(2012)
Coauthor(s): Noel Capon , Christian Wallner
Children's Press
(2012)
Coauthor(s): Noel Capon, Robert Dewar
Vinataxi
(2009)
Coauthor(s): Noel Capon
The Arden Company
(2010)
Coauthor(s): Noel Capon
The Mass Transit Railway in Hong Kong
(2009)
Coauthor(s): Noel Capon
The Case Method in Marketing Management
(2008)
Coauthor(s): Noel Capon
SonicCD: Future Growth Strategy
(2009)
Coauthor(s): Noel Capon
ICI Fibres Ltd.
(2009)
Coauthor(s): Noel Capon
Ryanair
(2009)
Coauthor(s): Noel Capon
Flat World Knowledge
(2008)
Coauthor(s): Noel Capon
Managing Marketing in the 21st Century
(2008)
Coauthor(s): Noel Capon
Hausser Food Products Company
(2008)
Coauthor(s): Noel Capon
Newlines Airways (A,B, and C)
(2008)
Coauthor(s): Noel Capon, Julian Cook
Research
Journal articles
Revisiting The Challenger Sale: "Breakthrough" Built on a Flimsy Foundation
In Velocity
(2015)
Coauthor(s): Noel Capon
Transformations in Customer Management
In Peking Business Review
(2013)
Coauthor(s): Noel Capon, Christopher Senn
What Is a Company's Most Important Core Competency?
In Tsinghua Business Review
(2013)
Coauthor(s): Yuhuang Zheng, Noel Capon
What is a Company's Most Important Core Competency? (Lead Article) (In Chinese)
In Tsinghua Business Review
(2013)
Coauthor(s): Yuhuang Zheng, Noel Capon
Global Customer Management Programs: How to Make Them Really Work
In California Management Review
(2010)
Coauthor(s): Noel Capon
Is Your Business Strategy Shaping Your Strategic Account Program?
In Velocity
(2004)
Coauthor(s): Peter Mathias, Noel Capon
What's So Good About Problem-Based Learning?
In Cognition and Instruction
(2004)
Coauthor(s): Noel Capon, Deanna Kuhn
Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital
In Velocity
(2003)
Coauthor(s): Peter Mathias, Noel Capon
Brand Custodianship: A New Primer for Senior Managers
In European Management Journal
(2001)
Coauthor(s): Noel Capon, Pierre Berthon, James Hulbert, Leyland Pitt
An Individual Level Analysis of the Mutual Fund Investment Decision
In Journal of Financial Services Research
(1996)
Coauthor(s): Noel Capon, Michael Fitzsimmons, Russ Prince
Affluent Investors and Mutual Fund Purchases
In International Journal of Bank Marketing
(1994)
Coauthor(s): Noel Capon, Michael Fitzsimmons, Rick Weingarten
Strategic Forecasting and Marketing Strategy
In International Journal of Forecasting
(1994)
Coauthor(s): Noel Capon, P. Palij
Strategic Planning and Financial Performance: More Evidence
In Journal of Management Studies
(1994)
Coauthor(s): Noel Capon, John Farley, James Hulbert
Profiles of Product Innovators Among Large U.S. Manufacturers
In Management Science
(1992)
Coauthor(s): Noel Capon, John Farley, Donald Lehmann, James Hulbert
In Search of Excellence Ten Years Later: Strategy and Organization Do Matter
In Management Decision
(1991)
Coauthor(s): Noel Capon, John Farley, James Hulbert, D. Lei
Determinants of Financial Performance: A Meta-Analysis
In Management Science
(1990)
Coauthor(s): Noel Capon, John Farley, Scott Hoenig
Investing in the Stock Market: Statistical Pooling of Individual Preference Judgments
In Annals of Operations Research
(1990)
Coauthor(s): Noel Capon, Joel Steckel
Public and Nonprofit Marketing: A Review and Directions for Future Research
In Review of Marketing
(1990)
Coauthor(s): Noel Capon, Elizabeth Cooper-Martin
Corporate Diversity and Economic Performance: The Impact of Market Specialization
In Strategic Management Journal
(1988)
Coauthor(s): Noel Capon, John Farley, James Hulbert, Elizabeth Cooper-Martin
Shopping Styles and Skills: Everyday Cognition in a 'Noncognitive Task'
In Quarterly Newsletter of the Laboratory of Comparative Human Cognition
(1987)
Coauthor(s): Noel Capon, Deanna Kuhn, M. Carretero
Marketing and Technology: A Strategic Coalignment
In Journal of Marketing
(1987)
Coauthor(s): Noel Capon
A Comparative Analysis of the Strategy and Structure of United States and Australian Corporations
In Journal of International Business Studies
(1987)
Coauthor(s): Noel Capon, Chris Christodolou, John Farley, James Hulbert
Relationship Banking
In Lending for the Commercial Banker
(1987)
Coauthor(s): Noel Capon, Russ Prince
The Integration of Forecasting and Strategic Planning
In International Journal of Forecasting
(1985)
Coauthor(s): Noel Capon, James Hulbert
A Comparison of Corporate Planning Practice in American and Australian Manufacturing Companies
In Journal of International Business Studies
(1984)
Coauthor(s): Noel Capon, Chris Christodolou, John Farley, James Hulbert
Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies
In Journal of Consumer Research
(1984)
Coauthor(s): Noel Capon, R. Davis
The Marketing of Consumer Information
In Journal of Marketing
(1983)
Coauthor(s): Noel Capon, Richard Lutz
Institutional Change in Delivery of Dental Services: A Marketing Perspective
In American Journal of Public Health
(1982)
Coauthor(s): Noel Capon
Can Consumers Calculate Best Buys?
In Journal of Consumer Research
(1982)
Coauthor(s): Noel Capon, Deanna Kuhn
Credit Scoring Systems: A Critical Analysis
In Journal of Marketing
(1982)
Coauthor(s): Noel Capon
Nonprofit Marketing: Reviews and Commentary
In Journal of Marketing
(1982)
Coauthor(s): Noel Capon, G. Mauser
Marketing Strategy Differences Between State and Privately Owned Corporations: An Exploratory Analysis
In Journal of Marketing
(1981)
Coauthor(s): Noel Capon
A Developmental Study of Consumer Information Processing Strategies
In Journal of Consumer Research
(1980)
Coauthor(s): Noel Capon, Deanna Kuhn
Individual, Product Class, and Task-Related Factors in Consumer Information Processing
In Journal of Consumer Research
(1980)
Coauthor(s): Noel Capon, Marian Burke
A Model and Methodology for the Development of Consumer Information Programs
In Journal of Marketing
(1979)
Coauthor(s): Noel Capon, Richard Lutz
Rebuttal to response to 'Discrimination in Screening of Credit Applicants'
In Harvard Business Review
(1978)
Coauthor(s): Noel Capon
Discrimination in Screening of Credit Applicants
In Harvard Business Review
(1978)
Coauthor(s): Noel Capon
The Impact of Message on Direct Mail Response
In Journal of Advertising Research
(1976)
Coauthor(s): Noel Capon, John Farley
Cognitive Algebra in Multiattribute Attitude Models
In Journal of Marketing Research
(1975)
Coauthor(s): James Bettman, Noel Capon, Richard Lutz
Persuasive Effects of Sales Messages Developed from Interaction Process Analysis
In Journal of Applied Psychology
(1975)
Coauthor(s): Noel Capon
Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity
In Journal of Consumer Research
(1975)
Coauthor(s): James Bettman, Noel Capon, Richard Lutz
Decision Systems Analysis in Industrial Marketing
In Industrial Marketing Management
(1975)
Coauthor(s): Noel Capon, James Hulbert
Information Processing in Attitude Formation and Change
In Communication Research
(1975)
Coauthor(s): James Bettman, Noel Capon, Richard Lutz
Pricing and Forecasting in an Oligopoly Firm
In Journal of Management Studies
(1975)
Coauthor(s): Noel Capon, John Farley, James Hulbert
The Sleeper Effect: An Awakening
In Public Opinion Quarterly
(1973)
Coauthor(s): Noel Capon, James Hulbert
Interpersonal Communication in Marketing: An Overview
In Journal of Marketing Research
(1972)
Coauthor(s): James Hulbert, Noel Capon
Industrial Purchasing Behavior: A Reappraisal
In Journal of Business Administration
(1972)
Coauthor(s): Noel Capon, Morris Holbrook, James Hulbert
Mechanism of the Pyrolysis of 3-Bromopentane
In Transactions of the Faraday Society
(1967)
Coauthor(s): Noel Capon, Allan Maccoll, R. Ross
Books
Capon's Marketing Video Book
(2014)
Coauthor(s): Noel Capon
Financial Analysis for Marketing Decisions
(2014)
Coauthor(s): Noel Capon
Managing Global Accounts
(2014)
Coauthor(s): Noel Capon
Managing Marketing: An Applied Approach
(2014)
Coauthor(s): Noel Capon, S. Singh
Capon's Marketing Framework
(2013)
Coauthor(s): Noel Capon
The Virgin Marketer
(2013)
Coauthor(s): Noel Capon
Managing Marketing in the 21st Century
(2012)
Coauthor(s): Noel Capon
Marketing for China's Managers: Current and Future
(2011)
Coauthor(s): Noel Capon, W. Burgers, Yuhuang Zheng
Sales Eats First: How Customer-Motivated Sales Organizations Out-Think, Out-Offer, and Out-Perform the Competition
(2011)
Coauthor(s): Noel Capon, Gary Tubridy
Strategic Account Strategy
(2011)
Coauthor(s): Noel Capon
Capon's Marketing Framework: Student Study Guide
(2010)
Coauthor(s): Noel Capon, Andy J. Yap
Managing Marketing in the 21st Century
(2010)
Coauthor(s): Noel Capon, James Hulbert
Marketing for China's Managers: Current and Future
(2010)
Coauthor(s): Noel Capon, W. Burgers
Marketing Mastery: Your Key to Success
(2010)
Coauthor(s): Noel Capon, Dave Basarab
Capon's Marketing Framework
(2009)
Coauthor(s): Noel Capon
Managing Marketing in the 21st Century
(2009)
Coauthor(s): Noel Capon, James Hulbert
Managing Global Accounts: Nine Critical Factors for a World-Class Program
(2008)
Coauthor(s): Noel Capon, Dave Potter, Fred Schindler
Managing Marketing in the 21st Century: Student Study Guide
(2008)
Coauthor(s): Noel Capon, Andy J. Yap
Managing Marketing in the 21st Century
(2007)
Coauthor(s): Noel Capon, James Hulbert
The Marketing Mavens
(2007)
Coauthor(s): Noel Capon
The Virgin Marketer
(2007)
Coauthor(s): Noel Capon
Marketing Management in the 21st Century
(2003)
Coauthor(s): Noel Capon, James Hulbert, W. Burgers
Total Integrated Marketing: Breaking the Bounds of the Function
(2003)
Coauthor(s): James Hulbert, Noel Capon, Nigel Piercy
Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important Strategic Asset
(2001)
Coauthor(s): Noel Capon
Marketing Management in the 21st Century
(2001)
Coauthor(s): Noel Capon, James Hulbert
The Asian Marketing Case Book
(1999)
Coauthor(s): Noel Capon, Wilfried VanHonacker
Toward an Integrative Explanation of Corporate Financial Performance
(1996)
Coauthor(s): Noel Capon, John Farley, Scott Hoenig
Planning the Development of Builders, Leaders, and Managers for 21st Century Business: Curriculum Change at Columbia Business School
(1996)
Coauthor(s): Noel Capon
Toward an Integrative Explanation of Corporate Financial Performance
(1996)
Coauthor(s): Noel Capon, John Farley, Scott Hoenig
The Marketing of Financial Services: A Book of Cases
(1992)
Coauthor(s): Noel Capon
Corporate Strategic Planning
(1988)
Coauthor(s): Noel Capon, John Farley, James Hulbert
Chapters
Making the Case for Managing Strategic Accounts
In Handbook of Strategic Account Management
(2014)
Coauthor(s): Noel Capon, F. Mihoc
Global Account Management
In The Handbook of Technology Management
(2010)
Coauthor(s): Noel Capon
Marketing: The Anchor for Sales
In Oxford Handbook of Strategic Sales and Sales Management
(2010)
Coauthor(s): Noel Capon
The Future of Advertising on the Internet
In The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
(2007)
Coauthor(s): Noel Capon, Jeremy Kagan
Critical Success Factors For Managing Global Accounts
In Managing Global Accounts: Nine Critical Factors for a World-Class Program
(2006)
Coauthor(s): Noel Capon
Marketing
In AMA Management Handbook
(1994)
Coauthor(s): Noel Capon
Sales and Distribution
In AMA Management Handbook
(1994)
Coauthor(s): Noel Capon
Web-only articles
Marketing Mavins—Introduction and Samsung
In The Chazen Web Journal of International Business
(2008)
Coauthor(s): Noel Capon
Working papers
Does Your Top Management Interface with Strategic Customers?
(2014)
Coauthor(s): Noel Capon, Christopher Senn
Ideas and Insights
Awards And Honors
Established in 1994, this prize recognizes faculty members' innovation in delivering international business knowledge in the classroom.
1984 - Awarded by the GBA