Noel Capon
- R.C. Kopf Professor of International Marketing
- Marketing Division
- Areas of Expertise
- Marketing, Strategy
- Contact
- Office: 791 Kravis
- Phone: (212) 8543466
- E-mail: [email protected]
- Links
- Curriculum Vitae
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.
- Education
-
BSc, University of London; PhD; Dip BA, Manchester Business School; MBA, Harvard; PhD, Columbia
- Joined CBS
- 1979
All Activities
Journal Article
.
“Revisiting The Challenger Sale: "Breakthrough" Built on a Flimsy Foundation.”
Velocity
vol.
17
,
(January 01, 2015):
42
-45
.
Journal Article
Capon, Noel and Christopher Senn
.
“Transformations in Customer Management.”
Peking Business Review
vol.
104
,
(March 01, 2013):
78
-88
.
Journal Article
Zheng, Yuhuang and
Noel Capon
.
“What is a Company's Most Important Core Competency? (Lead Article) (In Chinese).”
Tsinghua Business Review
vol.
2
,
(January 01, 2013):
14
-17
.
Journal Article
Zheng, Yuhuang and
Noel Capon
.
“What Is a Company's Most Important Core Competency?”
Tsinghua Business Review
vol.
2
,
(January 01, 2013):
14
-17
.
Journal Article
.
“Global Customer Management Programs: How to Make Them Really Work.”
California Management Review
vol.
52
,
(January 01, 2010):
32
-55
.
Journal Article
Capon, Noel and Deanna Kuhn
.
“What's So Good About Problem-Based Learning?”
Cognition and Instruction
vol.
22
,
(January 01, 2004):
61
-79
.
Journal Article
Mathias, Peter and
Noel Capon
.
“Is Your Business Strategy Shaping Your Strategic Account Program?”
Velocity
vol.
6
,
(January 01, 2004):
26
-30
.
Journal Article
Mathias, Peter and
Noel Capon
.
“Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital.”
Velocity
vol.
5
,
(January 01, 2003):
45
-49
.
Journal Article
.
“Brand Custodianship: A New Primer for Senior Managers.”
European Management Journal
vol.
19
,
(August 08, 2001):
215
-27
.
Journal Article
.
“An Individual Level Analysis of the Mutual Fund Investment Decision.”
Journal of Financial Services Research
vol.
10
,
(January 01, 1996):
59
-82
.
Journal Article
Capon, Noel and P. Palij
.
“Strategic Forecasting and Marketing Strategy.”
International Journal of Forecasting
vol.
10
,
(June 08, 1994):
339
-52
.
Journal Article
.
“Corporate Diversification, Strategic Planning, and Performance in Large Multiproduct Firms.”
Journal of Strategic Marketing
vol.
2
,
(January 01, 1994):
85
-111
.
Journal Article
.
“Strategic Planning and Financial Performance: More Evidence.”
Journal of Management Studies
vol.
31
,
(January 01, 1994):
105
-10
.
Journal Article
.
“Affluent Investors and Mutual Fund Purchases.”
International Journal of Bank Marketing
vol.
12
,
(January 01, 1994):
17
-25
.
Journal Article
.
“Profiles of Product Innovators Among Large U.S. Manufacturers.”
Management Science
vol.
38
,
(February 01, 1992):
157
-69
.
Journal Article
.
“In Search of Excellence Ten Years Later: Strategy and Organization Do Matter.”
Management Decision
vol.
29
,
(January 01, 1991):
12
-21
.
Journal Article
.
“Determinants of Financial Performance: A Meta-Analysis.”
Management Science
vol.
36
,
(October 01, 1990):
1143
-59
.
Journal Article
Capon, Noel and Elizabeth Cooper-Martin
.
“Public and Nonprofit Marketing: A Review and Directions for Future Research.”
Review of Marketing
vol.
36
,
(January 01, 1990):
481
-536
.
Journal Article
Capon, Noel and Joel Steckel
.
“Investing in the Stock Market: Statistical Pooling of Individual Preference Judgments.”
Annals of Operations Research
vol.
23
,
(January 01, 1990):
181
-200
.
Journal Article
.
“Corporate Diversity and Economic Performance: The Impact of Market Specialization.”
Strategic Management Journal
vol.
9
,
(February 01, 1988):
61
-74
.
Journal Article
.
“Shopping Styles and Skills: Everyday Cognition in a 'Noncognitive Task'.”
Quarterly Newsletter of the Laboratory of Comparative Human Cognition
vol.
9
,
(October 01, 1987):
102
-114
.
Journal Article
Capon, Noel and Rashi Glazer
.
“Marketing and Technology: A Strategic Coalignment.”
Journal of Marketing
vol.
51
,
(July 01, 1987):
1
-14
.
Journal Article
.
“A Comparative Analysis of the Strategy and Structure of United States and Australian Corporations.”
Journal of International Business Studies
vol.
18
,
(January 01, 1987):
51
-74
.
Journal Article
Capon, Noel and Russ Prince
.
“Relationship Banking.”
Lending for the Commercial Banker
vol.
1
,
(January 01, 1987):
47
-57
.
Journal Article
.
“The Integration of Forecasting and Strategic Planning.”
International Journal of Forecasting
vol.
1
,
(January 01, 1985):
123
-33
.
Journal Article
Capon, Noel and R. Davis
.
“Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies.”
Journal of Consumer Research
vol.
11
,
(June 01, 1984):
551
-63
.
Journal Article
.
“A Comparison of Corporate Planning Practice in American and Australian Manufacturing Companies.”
Journal of International Business Studies
vol.
15
,
(June 01, 1984):
41
-54
.
Journal Article
Capon, Noel and Richard Lutz
.
“The Marketing of Consumer Information.”
Journal of Marketing
vol.
47
,
(January 01, 1983):
108
-112
.
Journal Article
.
“Institutional Change in Delivery of Dental Services: A Marketing Perspective.”
American Journal of Public Health
vol.
72
,
(July 01, 1982):
679
-83
.
Journal Article
Capon, Noel and Deanna Kuhn
.
“Can Consumers Calculate Best Buys?”
Journal of Consumer Research
vol.
8
,
(March 01, 1982):
449
-53
.
Journal Article
Capon, Noel and G. Mauser
.
“Nonprofit Marketing: Reviews and Commentary.”
Journal of Marketing
vol.
46
,
(January 01, 1982):
125
-29
.
Journal Article
.
“Credit Scoring Systems: A Critical Analysis.”
Journal of Marketing
vol.
46
,
(January 01, 1982):
82
-91
.
Journal Article
.
“Marketing Strategy Differences Between State and Privately Owned Corporations: An Exploratory Analysis.”
Journal of Marketing
vol.
45
,
(January 01, 1981):
11
-18
.
Journal Article
.
“Consumer Information Processing Strategies in Middle and Late Adulthood.”
Journal of Applied Developmental Psychology
vol.
2
,
(January 01, 1981):
1
-12
.
Journal Article
Capon, Noel and Deanna Kuhn
.
“A Developmental Study of Consumer Information Processing Strategies.”
Journal of Consumer Research
vol.
7
,
(December 01, 1980):
225
-33
.
Journal Article
Capon, Noel and Marian Burke
.
“Individual, Product Class, and Task-Related Factors in Consumer Information Processing.”
Journal of Consumer Research
vol.
7
,
no.
3
(December 01, 1980):
314
-26
.
Journal Article
.
“International Diffusion of Corporate and Strategic Planning Practices.”
Columbia Journal of World Business
vol.
15
,
(January 01, 1980):
5
-13
.
Journal Article
Capon, Noel and Deanna Kuhn
.
“Logical Reasoning in the Supermarket: Adult Females' Use of Proportional Reasoning Strategy in an Everyday Context.”
Developmental Psychology
vol.
15
,
(July 01, 1979):
450
-52
.
Journal Article
Capon, Noel and Richard Lutz
.
“A Model and Methodology for the Development of Consumer Information Programs.”
Journal of Marketing
vol.
43
,
(January 01, 1979):
58
-67
.
Journal Article
.
“Rebuttal to response to 'Discrimination in Screening of Credit Applicants'.”
Harvard Business Review
vol.
56
,
(October 01, 1978):
184
-86
.
Journal Article
.
“Discrimination in Screening of Credit Applicants.”
Harvard Business Review
vol.
56
,
(January 01, 1978):
8-12, 72
.
Journal Article
Capon, Noel and John Farley
.
“The Impact of Message on Direct Mail Response.”
Journal of Advertising Research
vol.
16
,
(October 01, 1976):
69
-75
.
Journal Article
.
“Information Processing in Attitude Formation and Change.”
Communication Research
vol.
2
,
(July 01, 1975):
267
-78
.
Journal Article
.
“Cognitive Algebra in Multiattribute Attitude Models.”
Journal of Marketing Research
vol.
12
,
(May 01, 1975):
151
-64
.
Journal Article
.
“Persuasive Effects of Sales Messages Developed from Interaction Process Analysis.”
Journal of Applied Psychology
vol.
60
,
(April 01, 1975):
238
-44
.
Journal Article
.
“Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity.”
Journal of Consumer Research
vol.
1
,
(March 01, 1975):
1
-15
.
Journal Article
.
“Decision Systems Analysis in Industrial Marketing.”
Industrial Marketing Management
vol.
4
,
(January 01, 1975):
143
-60
.
Journal Article
.
“Pricing and Forecasting in an Oligopoly Firm.”
Journal of Management Studies
vol.
12
,
(January 01, 1975):
133
-56
.
Journal Article
.
“The Sleeper Effect: An Awakening.”
Public Opinion Quarterly
vol.
37
,
(January 01, 1973):
333
-58
.
Journal Article
.
“Interpersonal Communication in Marketing: An Overview.”
Journal of Marketing Research
vol.
9
,
(February 01, 1972):
27
-34
.
Journal Article
Lawrence, Jean and
Noel Capon
.
“How Practicable Is the Electric Car?”
New Scientist
vol.
40
,
(November 12, 1968):
426
-28
.
Journal Article
.
“Mechanism of the Pyrolysis of 3-Bromopentane.”
Transactions of the Faraday Society
vol.
63
,
(January 01, 1967):
1152
-54
.
Journal Article
Capon, Noel and R. Ross
.
“Mixed Ethyl Bromide and Ethyl Chloride Pyrolyses.”
Transactions of the Faraday Society
vol.
62
,
(June 01, 1966):
1560
-64
.
Working Paper
Capon, Noel and Christopher Senn
.
Does Your Top Management Interface with Strategic Customers? January 01, 2014.
Newspaper/Magazine Article
.
“Marketing Mavins—Introduction and Samsung.”
The Chazen Web Journal of International Business
.
January 01, 2008.
Book
Book
Book
Book
Book
Book
Book
.
Managing Marketing in the 21st Century.
Bronxville, NY
:
Wessex Press, Inc.
,
2012.
Book
Capon, Noel and Gary Tubridy
.
Sales Eats First: How Customer-Motivated Sales Organizations Out-Think, Out-Offer, and Out-Perform the Competition. New York
:
Wessex Press
,
2011.
Book
.
Marketing for Chinese Managers: Current and Future.
Bronxville
:
Wessex Press
,
2011.
Book
.
Marketing for China's Managers: Current and Future.
Bronxville, NY
:
Wessex Press
,
2011.
Book
Book
Capon, Noel and Andy J. Yap
.
Capon's Marketing Framework: Student Study Guide. Bronxville, NY
:
Wessex Press, Inc.
,
2010.
Book
Book
Capon, Noel and W. Burgers
.
Marketing for China's Managers: Current and Future. Bronxville, NY
:
Wessex Press
,
2010.
Book
Book
.
Managing Global Accounts: Nine Critical Factors for a World-Class Program.
Bronxville
:
Wessex Press
,
2008.
Book
Capon, Noel and Andy J. Yap
.
Managing Marketing in the 21st Century: Student Study Guide. Bronxville, NY
:
Wessex Press, Inc.
,
2008.
Book
Book
Book
.
Total Integrated Marketing: Breaking the Bounds of the Function.
New York
:
The Free Press
,
2003.
Book
.
Marketing Management in the 21st Century.
Shanghai
:
Shanghai People's Publishing House
,
2003.
Book
.
Marketing Management in the 21st Century.
Saddle River, N.J.
:
Prentice Hall
,
2001.
Book
.
Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important Strategic Asset.
New York
:
The Free Press
,
2001.
Book
Capon, Noel and Wilfried Vonhonacker
.
The Asian Marketing Case Book. Saddle River, NJ
:
Prentice Hall
,
1999.
Book
.
Planning the Development of Builders, Leaders, and Managers for 21st Century Business: Curriculum Change at Columbia Business School.
Boston, Mass.
:
Kluwer Academic Publishers
,
1996.
Book
.
Toward an Integrative Explanation of Corporate Financial Performance.
Boston, Mass.
:
Kluwer
,
1996.
Book
.
Corporate Strategic Planning.
New York
:
Columbia University Press
,
1988.
Chapter
Capon, Noel and F. Mihoc
.
“Making the Case for Managing Strategic Accounts.”
In Handbook of Strategic Account Management
,
edited by D. Woodburn and K. Wilson
,
Hoboken
:
Wiley
,
Forthcoming.
Chapter
.
“Marketing: The Anchor for Sales.”
In
Oxford Handbook of Strategic Sales and Sales Management
,
edited by David W. Cravens, Kenneth Le Meunier-FitzHugh, and Nigel F. Piercy
,
571
-596
.
Oxford
:
Oxford University Press
,
2010.
Chapter
.
“Global Account Management.”
In
The Handbook of Technology Management
,
edited by Hossein Bidgoli
,
735
-744
.
Hoboken, NJ
:
Wiley
,
2010.
Chapter
.
“The Future of Advertising on the Internet.”
In
The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
,
edited by Joe Plummer, Steve Rappaport, Taddy Hall, and Robert Barocci
,
Hoboken, NJ
:
Wiley
,
2007.
Chapter
.
“Critical Success Factors For Managing Global Accounts.”
In
Managing Global Accounts: Nine Critical Factors for a World-Class Program
,
Mason, Ohio
:
South-Western Educational Publications
,
2006.
Chapter
.
“Marketing.”
In
AMA Management Handbook
,
edited by 3rd ed. John J. Hampton
,
New York
:
AMACOM Books
,
1994.
Chapter
.
“Sales and Distribution.”
In
AMA Management Handbook
,
edited by John J. Hampton
,
New York
:
AMACOM Books
,
1994.
Course
B7650: Strategic Sales Management
Course
B8620: Advanced Market Strategy: Develop, Execute
Course
B7620: Advanced Market Strategy
Course
B9620: MS Advanced Market Strategy
- Case ID
- 210502
Building the Engineering/Tech Pipeline: Enhancing the SAE Brand as an Innovator (A and B)
How can the Society of Automotive Engineers International (SAE International) help to close the skills gap for recent engineering students interested in working in the autonomous vehicle industry?
- Case ID
- 190503
Building the Bloomberg Brand for Human Resources: Enhancing the Engineering Internship Program
How can Bloomberg acquire the insights to attract even more talented technical summer interns who then ultimately accept an offer of fulltime employment?
- Case ID
- 080503SPA
Hausser Food Products Company (Spanish Translation)
How can a regional sales manager earn the support of her direct reports and motivate them to improve sales?
- Case ID
- 100501SPA
The Arden Company (Spanish Translation)
As a company that manufactures and sells a commodity product loses market share to a smaller competitor, what market strategy should it develop?
- Case ID
- 80504
Bowen Industries
What kinds of data should a sales manager seek and how should this data be analyzed to best track the progress of his sales force?
- Case ID
- 120503
Key Account Management at Siemens: The Executive Relationship Program
Was Siemens's Executive Relationship Program sustainable in its current form?
- Case ID
- 120501
Children's Press
Can a qualitative research study on sales force motivation provide some concrete answers for a struggling regional sales manager in children's publishing?
- Case ID
- 90509
Vinataxi
Should Vinataxi, a radio taxi service in Ho Chi Minh City, reshape its marketing strategy after a surge of new competition?
- Case ID
- 100501
The Arden Company
As a company that manufactures and sells a commodity product loses market share to a smaller competitor, what market strategy should it develop?
- Case ID
- 90508
The Mass Transit Railway in Hong Kong
As a Hong Kong train operator deals with overcrowding, which current measures are working and which new measures should it introduce?
- Case ID
- 90514
SonicCD: Future Growth Strategy
As a small jazz-focused record company encounters competition from larger rivals and the Internet, what are its options for growth?
- Case ID
- 90516
The Case Method in Marketing Management
Case Method in Marketing Management: When working on marketing management cases, how should students best approach the work to develop their insight and analytic skills?
- Case ID
- 90515
ICI Fibres Ltd.
Which strategy will help an industrial company boost sales of a polyester fiber to the tarpaulin industry?
- Case ID
- 90517
Ryanair
What marketing strategies did a low fare European airline adopt to maintain profitability?
- Case ID
- 80511
Flat World Knowledge
Flat World Knowledge: Can a publishing start-up providing free textbooks find a profitable business model?
- Case ID
- 80503
Hausser Food Products Company
How can a regional sales manager earn the support of her direct reports and motivate them to improve sales?
- Case ID
- 80510
Managing Marketing in the 21st Century
How might a professor spur sales of his self-published marketing textbook?
- Case ID
- 70502
Newlines Airways (A,B, and C)
As the founder of a business-class-only airline seeks financing to get the service off the ground, what information would be most useful to a potential investor and to board members?