This note summarizes evaluation cases and problem cases and discusses how students should approach both types.
Fall 2009
Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook, The Virgin Marketer. His textbook, Managing Marketing in the 21st Century addresses the high cost of college textbooks and is available online on a pay-what-it’s-worth basis. Capon received the Columbia Business School GBA award for outstanding teaching, as well as the Chazen International Innovation Prize. He has taught in many countries and held visiting professor appointments in France, Great Britain, Hong Kong, and the People's Republic of China.