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  1. Directory
  2. Faculty
  3. Noel Capon

Noel Capon

R.C. Kopf Professor of International Marketing
Marketing Division
Noel Capon
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

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Capon, Noel
. “Revisiting The Challenger Sale: "Breakthrough" Built on a Flimsy Foundation.”
Velocity
vol.
17
, (January 01, 2015):
42
-
45
.
Explore Further about Revisiting <i>The Challenger Sale</i>: "Breakthrough" Built on a Flimsy Foundation
Journal Article
Capon, Noel and Christopher Senn
. “Transformations in Customer Management.”
Peking Business Review
vol.
104
, (March 01, 2013):
78
-
88
.
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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
.
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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
.
Explore Further about What Is a Company's Most Important Core Competency?
Journal Article
Capon, Noel
. “Global Customer Management Programs: How to Make Them Really Work.”
California Management Review
vol.
52
, (January 01, 2010):
32
-
55
.
Explore Further about Global Customer Management Programs: How to Make Them Really Work
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
.
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Journal Article
Mathias, Peter and Noel Capon
. “Is Your Business Strategy Shaping Your Strategic Account Program?”
Velocity
vol.
6
, (January 01, 2004):
26
-
30
.
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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
.
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Journal Article
Capon, Noel, Pierre Berthon, James Hulbert , and Leyland Pitt
. “Brand Custodianship: A New Primer for Senior Managers.”
European Management Journal
vol.
19
, (August 08, 2001):
215
-
27
.
Explore Further about Brand Custodianship: A New Primer for Senior Managers
Journal Article
Capon, Noel, Michael Fitzsimmons, and Russ Prince
. “An Individual Level Analysis of the Mutual Fund Investment Decision.”
Journal of Financial Services Research
vol.
10
, (January 01, 1996):
59
-
82
.
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Journal Article
Capon, Noel and P. Palij
. “Strategic Forecasting and Marketing Strategy.”
International Journal of Forecasting
vol.
10
, (June 08, 1994):
339
-
52
.
Explore Further about Strategic Forecasting and Marketing Strategy
Journal Article
Capon, Noel, D. Lei, John Farley, and James Hulbert
. “Corporate Diversification, Strategic Planning, and Performance in Large Multiproduct Firms.”
Journal of Strategic Marketing
vol.
2
, (January 01, 1994):
85
-
111
.
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Journal Article
Capon, Noel, John Farley, and James Hulbert
. “Strategic Planning and Financial Performance: More Evidence.”
Journal of Management Studies
vol.
31
, (January 01, 1994):
105
-
10
.
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Journal Article
Capon, Noel, Michael Fitzsimmons, and Rick Weingarten
. “Affluent Investors and Mutual Fund Purchases.”
International Journal of Bank Marketing
vol.
12
, (January 01, 1994):
17
-
25
.
Explore Further about Affluent Investors and Mutual Fund Purchases
Journal Article
Capon, Noel, John Farley, Donald Lehmann , and James Hulbert
. “Profiles of Product Innovators Among Large U.S. Manufacturers.”
Management Science
vol.
38
, (February 01, 1992):
157
-
69
.
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Journal Article
Capon, Noel, John Farley, James Hulbert , and D. Lei
. “In Search of Excellence Ten Years Later: Strategy and Organization Do Matter.”
Management Decision
vol.
29
, (January 01, 1991):
12
-
21
.
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Journal Article
Capon, Noel, John Farley, and Scott Hoenig
. “Determinants of Financial Performance: A Meta-Analysis.”
Management Science
vol.
36
, (October 01, 1990):
1143
-
59
.
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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
.
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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
.
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Journal Article
Capon, Noel, John Farley, James Hulbert , and Elizabeth Cooper-Martin
. “Corporate Diversity and Economic Performance: The Impact of Market Specialization.”
Strategic Management Journal
vol.
9
, (February 01, 1988):
61
-
74
.
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Journal Article
Capon, Noel, Deanna Kuhn, and M. Carretero
. “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
.
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Journal Article
Capon, Noel and Rashi Glazer
. “Marketing and Technology: A Strategic Coalignment.”
Journal of Marketing
vol.
51
, (July 01, 1987):
1
-
14
.
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Journal Article
Capon, Noel, Chris Christodolou, John Farley, and James Hulbert
. “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
.
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Journal Article
Capon, Noel and Russ Prince
. “Relationship Banking.”
Lending for the Commercial Banker
vol.
1
, (January 01, 1987):
47
-
57
.
Explore Further about Relationship Banking
Journal Article
Capon, Noel and James Hulbert
. “The Integration of Forecasting and Strategic Planning.”
International Journal of Forecasting
vol.
1
, (January 01, 1985):
123
-
33
.
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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
.
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Journal Article
Capon, Noel, Chris Christodolou, John Farley, and James Hulbert
. “A Comparison of Corporate Planning Practice in American and Australian Manufacturing Companies.”
Journal of International Business Studies
vol.
15
, (June 01, 1984):
41
-
54
.
Explore Further about A Comparison of Corporate Planning Practice in American and Australian Manufacturing Companies
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Journal Article
Capon, Noel and Richard Lutz
. “The Marketing of Consumer Information.”
Journal of Marketing
vol.
47
, (January 01, 1983):
108
-
112
.
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Journal Article
Capon, Noel
. “Institutional Change in Delivery of Dental Services: A Marketing Perspective.”
American Journal of Public Health
vol.
72
, (July 01, 1982):
679
-
83
.
Explore Further about Institutional Change in Delivery of Dental Services: A Marketing Perspective
Journal Article
Capon, Noel and Deanna Kuhn
. “Can Consumers Calculate Best Buys?”
Journal of Consumer Research
vol.
8
, (March 01, 1982):
449
-
53
.
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Journal Article
Capon, Noel and G. Mauser
. “Nonprofit Marketing: Reviews and Commentary.”
Journal of Marketing
vol.
46
, (January 01, 1982):
125
-
29
.
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Journal Article
Capon, Noel
. “Credit Scoring Systems: A Critical Analysis.”
Journal of Marketing
vol.
46
, (January 01, 1982):
82
-
91
.
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Journal Article
Capon, Noel
. “Marketing Strategy Differences Between State and Privately Owned Corporations: An Exploratory Analysis.”
Journal of Marketing
vol.
45
, (January 01, 1981):
11
-
18
.
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Journal Article
Capon, Noel, Deanna Kuhn, and Maria Gurucharri
. “Consumer Information Processing Strategies in Middle and Late Adulthood.”
Journal of Applied Developmental Psychology
vol.
2
, (January 01, 1981):
1
-
12
.
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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
.
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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
.
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Journal Article
Capon, Noel, John Farley, and James Hulbert
. “International Diffusion of Corporate and Strategic Planning Practices.”
Columbia Journal of World Business
vol.
15
, (January 01, 1980):
5
-
13
.
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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
.
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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
.
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Journal Article
Capon, Noel
. “Rebuttal to response to 'Discrimination in Screening of Credit Applicants'.”
Harvard Business Review
vol.
56
, (October 01, 1978):
184
-
86
.
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Journal Article
Capon, Noel
. “Discrimination in Screening of Credit Applicants.”
Harvard Business Review
vol.
56
, (January 01, 1978):
8-12, 72
.
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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
.
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Journal Article
Bettman, James, Noel Capon , and Richard Lutz
. “Information Processing in Attitude Formation and Change.”
Communication Research
vol.
2
, (July 01, 1975):
267
-
78
.
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Journal Article
Bettman, James, Noel Capon , and Richard Lutz
. “Cognitive Algebra in Multiattribute Attitude Models.”
Journal of Marketing Research
vol.
12
, (May 01, 1975):
151
-
64
.
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Journal Article
Capon, Noel
. “Persuasive Effects of Sales Messages Developed from Interaction Process Analysis.”
Journal of Applied Psychology
vol.
60
, (April 01, 1975):
238
-
44
.
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Journal Article
Bettman, James, Noel Capon , and Richard Lutz
. “Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity.”
Journal of Consumer Research
vol.
1
, (March 01, 1975):
1
-
15
.
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Journal Article
Capon, Noel and James Hulbert
. “Decision Systems Analysis in Industrial Marketing.”
Industrial Marketing Management
vol.
4
, (January 01, 1975):
143
-
60
.
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Journal Article
Capon, Noel, John Farley, and James Hulbert
. “Pricing and Forecasting in an Oligopoly Firm.”
Journal of Management Studies
vol.
12
, (January 01, 1975):
133
-
56
.
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Journal Article
Capon, Noel and James Hulbert
. “The Sleeper Effect: An Awakening.”
Public Opinion Quarterly
vol.
37
, (January 01, 1973):
333
-
58
.
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Journal Article
Hulbert, James and Noel Capon
. “Interpersonal Communication in Marketing: An Overview.”
Journal of Marketing Research
vol.
9
, (February 01, 1972):
27
-
34
.
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Journal Article
Lawrence, Jean and Noel Capon
. “How Practicable Is the Electric Car?”
New Scientist
vol.
40
, (November 12, 1968):
426
-
28
.
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Journal Article
Capon, Noel, Allan Maccoll, and R. Ross
. “Mechanism of the Pyrolysis of 3-Bromopentane.”
Transactions of the Faraday Society
vol.
63
, (January 01, 1967):
1152
-
54
.
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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
.
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Working Paper
Capon, Noel and Christopher Senn
. Does Your Top Management Interface with Strategic Customers? January 01, 2014.
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Newspaper/Magazine Article
Capon, Noel
. “Marketing Mavins—Introduction and Samsung.”
The Chazen Web Journal of International Business
. January 01, 2008.
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Book
Capon, Noel
. Capon's Marketing Video Book. 
Bronxville, NY
:
Wessex Press
, 2014.
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Book
Capon, Noel
. Managing Global Accounts. 
Bronxville, NY
:
Wessex Press
, 2014.
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Book
Capon, Noel and S. Singh
. Managing Marketing: An Applied Approach. 
New Dehli
:
Wiley
, 2014.
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Book
Capon, Noel
. Financial Analysis for Marketing Decisions. 
Bronxville, NY
:
Wessex Press
, 2014.
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Book
Capon, Noel
. Capon's Marketing Framework. 
Bronxville, NY
:
Wessex Press
, 2013.
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Book
Capon, Noel
. The Virgin Marketer. 
Bronxville, NY
:
Wessex Press
, 2013.
Explore Further about The Virgin Marketer
Book
Capon, Noel and James Hulbert
. Managing Marketing in the 21st Century. 
Bronxville, NY
:
Wessex Press, Inc.
, 2012.
Explore Further about Managing Marketing in the 21st Century
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.
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Book
Capon, Noel, W. Burgers, and Yuhuang Zheng
. Marketing for Chinese Managers: Current and Future. 
Bronxville
:
Wessex Press
, 2011.
Explore Further about Marketing for Chinese Managers: Current and Future
Book
Capon, Noel, W. Burgers, and Yuhuang Zheng
. Marketing for China's Managers: Current and Future. 
Bronxville, NY
:
Wessex Press
, 2011.
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Book
Capon, Noel
. Strategic Account Strategy. 
Bronxville
:
Wessex Press
, 2011.
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Book
Capon, Noel and Andy J. Yap
. Capon's Marketing Framework: Student Study Guide. 
Bronxville, NY
:
Wessex Press, Inc.
, 2010.
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Book
Capon, Noel and Dave Basarab
. Marketing Mastery: Your Key to Success. 
Atlanta
:
P&D Learning
, 2010.
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Book
Capon, Noel and W. Burgers
. Marketing for China's Managers: Current and Future. 
Bronxville, NY
:
Wessex Press
, 2010.
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Book
Capon, Noel
. Capon's Marketing Framework. 
Bronxville, NY
:
Wessex Press, Inc.
, 2009.
Explore Further about Capon's Marketing Framework
Book
Capon, Noel, Dave Potter, and Fred Schindler
. Managing Global Accounts: Nine Critical Factors for a World-Class Program. 
Bronxville
:
Wessex Press
, 2008.
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Book
Capon, Noel and Andy J. Yap
. Managing Marketing in the 21st Century: Student Study Guide. 
Bronxville, NY
:
Wessex Press, Inc.
, 2008.
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Book
Capon, Noel
. The Virgin Marketer. 
Bronxville, New York
:
Wessex
, 2007.
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Book
Capon, Noel
. The Marketing Mavens. 
New York
:
Crown Business
, 2007.
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Book
Hulbert, James, Noel Capon , and Nigel Piercy
. Total Integrated Marketing: Breaking the Bounds of the Function. 
New York
:
The Free Press
, 2003.
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Book
Capon, Noel, James Hulbert , and W. Burgers
. Marketing Management in the 21st Century. 
Shanghai
:
Shanghai People's Publishing House
, 2003.
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Book
Capon, Noel and James Hulbert
. Marketing Management in the 21st Century. 
Saddle River, N.J.
:
Prentice Hall
, 2001.
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Book
Capon, Noel
. Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important Strategic Asset. 
New York
:
The Free Press
, 2001.
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Book
Capon, Noel and Wilfried Vonhonacker
. The Asian Marketing Case Book. 
Saddle River, NJ
:
Prentice Hall
, 1999.
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Book
Capon, Noel
. Planning the Development of Builders, Leaders, and Managers for 21st Century Business: Curriculum Change at Columbia Business School. 
Boston, Mass.
:
Kluwer Academic Publishers
, 1996.
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Book
Capon, Noel, John Farley, and Scott Hoenig
. Toward an Integrative Explanation of Corporate Financial Performance. 
Boston, Mass.
:
Kluwer
, 1996.
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Book
Capon, Noel, John Farley, and James Hulbert
. Corporate Strategic Planning. 
New York
:
Columbia University Press
, 1988.
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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.
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Chapter
Capon, Noel
. “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.
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Chapter
Capon, Noel
. “Global Account Management.” In
The Handbook of Technology Management
, edited by
Hossein Bidgoli
,
735
-
744
.
Hoboken, NJ
:
Wiley
, 2010.
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Chapter
Capon, Noel and Jeremy Kagan
. “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.
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Chapter
Capon, Noel
. “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.
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Chapter
Capon, Noel
. “Marketing.” In
AMA Management Handbook
, edited by
3rd ed. John J. Hampton
,
New York
:
AMACOM Books
, 1994.
Explore Further about Marketing
Chapter
Capon, Noel
. “Sales and Distribution.” In
AMA Management Handbook
, edited by
John J. Hampton
,
New York
:
AMACOM Books
, 1994.
Explore Further about Sales and Distribution
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Course
B7650: Strategic Sales Management
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Course
B8620: Advanced Market Strategy: Develop, Execute
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Course
B7620: Advanced Market Strategy
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B9620: MS Advanced Market Strategy
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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?

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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?

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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?

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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?

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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?

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Case ID
120503

Key Account Management at Siemens: The Executive Relationship Program

Was Siemens's Executive Relationship Program sustainable in its current form?

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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?

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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?

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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?

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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?

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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?

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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?

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Case ID
90515

ICI Fibres Ltd.

Which strategy will help an industrial company boost sales of a polyester fiber to the tarpaulin industry?

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Case ID
90517

Ryanair

What marketing strategies did a low fare European airline adopt to maintain profitability?

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Case ID
80511

Flat World Knowledge

Flat World Knowledge: Can a publishing start-up providing free textbooks find a profitable business model?

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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?

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Case ID
80510

Managing Marketing in the 21st Century

How might a professor spur sales of his self-published marketing textbook?

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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?

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