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

Download Curriculum Vitae (PDF)

Noel Capon

Office
501 Uris

Phone
212-854-3466

E-mail
nc7@columbia.edu

Fax
212-854-7647

Teaching and research interest

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 textbooks, Managing Marketing in the 21st Century and Capon's Marketing Framework (and their corresponding Student Study Guides) printed books and downloadable PDFs, address the high cost of college textbooks and are available for reading 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.

Honors and awards

  • 1996, Jerome A. Chazen Award for Teaching Innovation in International Business
    Established in 1994, this prize recognizes faculty members' innovation in delivering international business knowledge in the classroom.
  • Columbia Business School GBA Award for Outstanding Teaching
    1984 - Awarded by the GBA

Chapters

Making the Case for Managing Strategic Accounts In Handbook of Strategic Account Management (2014)
Author(s): Noel Capon, F. Mihoc

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Global Account Management In The Handbook of Technology Management (2010)
Author(s): Noel Capon

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Marketing: The Anchor for Sales In Oxford Handbook of Strategic Sales and Sales Management (2010)
Author(s): Noel Capon

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The Future of Advertising on the Internet In The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (2007)
Author(s): Noel Capon, Jeremy Kagan

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Critical Success Factors For Managing Global Accounts In Managing Global Accounts: Nine Critical Factors for a World-Class Program (2006)
Author(s): Noel Capon

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Marketing In AMA Management Handbook (1994)
Author(s): Noel Capon

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Sales and Distribution In AMA Management Handbook (1994)
Author(s): Noel Capon

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Journal articles

Transformations in Customer Management In Peking Business Review (2013)
Author(s): Noel Capon, Christopher Senn

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What Is a Company's Most Important Core Competency? In Tsinghua Business Review (2013)
Author(s): Yuhuang Zheng, Noel Capon

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What is a Company's Most Important Core Competency? (Lead Article) (In Chinese) In Tsinghua Business Review (2013)
Author(s): Yuhuang Zheng, Noel Capon

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Global Customer Management Programs: How to Make Them Really Work In California Management Review (2010)
Author(s): Noel Capon, Christoph Senn

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Is Your Business Strategy Shaping Your Strategic Account Program? In Velocity (2004)
Author(s): Peter Mathias, Noel Capon

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What's So Good About Problem-Based Learning? In Cognition and Instruction (2004)
Author(s): Noel Capon, Deanna Kuhn

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Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital In Velocity (2003)
Author(s): Peter Mathias, Noel Capon

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Brand Custodianship: A New Primer for Senior Managers In European Management Journal (2001)
Author(s): Noel Capon, Pierre Berthon, James Hulbert, Leyland Pitt

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An Individual Level Analysis of the Mutual Fund Investment Decision In Journal of Financial Services Research (1996)
Author(s): Noel Capon, Michael Fitzsimmons, Russ Prince

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Affluent Investors and Mutual Fund Purchases In International Journal of Bank Marketing (1994)
Author(s): Noel Capon, Michael Fitzsimmons, Rick Weingarten

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Corporate Diversification, Strategic Planning, and Performance in Large Multiproduct Firms In Journal of Strategic Marketing (1994)
Author(s): Noel Capon, D. Lei, Noel Capon, John Farley, James Hulbert

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Strategic Forecasting and Marketing Strategy In International Journal of Forecasting (1994)
Author(s): Noel Capon, P. Palij

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Strategic Planning and Financial Performance: More Evidence In Journal of Management Studies (1994)
Author(s): Noel Capon, John Farley, James Hulbert

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Profiles of Product Innovators Among Large U.S. Manufacturers In Management Science (1992)
Author(s): Noel Capon, John Farley, Donald Lehmann, James Hulbert

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In Search of Excellence Ten Years Later: Strategy and Organization Do Matter In Management Decision (1991)
Author(s): Noel Capon, John Farley, James Hulbert, D. Lei

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Determinants of Financial Performance: A Meta-Analysis In Management Science (1990)
Author(s): Noel Capon, John Farley, Scott Hoenig

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Investing in the Stock Market: Statistical Pooling of Individual Preference Judgments In Annals of Operations Research (1990)
Author(s): Noel Capon, Joel Steckel

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Public and Nonprofit Marketing: A Review and Directions for Future Research In Review of Marketing (1990)
Author(s): Noel Capon, Elizabeth Cooper-Martin

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Corporate Diversity and Economic Performance: The Impact of Market Specialization In Strategic Management Journal (1988)
Author(s): Noel Capon, John Farley, James Hulbert, Elizabeth Cooper-Martin

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Shopping Styles and Skills: Everyday Cognition in a 'Noncognitive Task' In Quarterly Newsletter of the Laboratory of Comparative Human Cognition (1987)
Author(s): Noel Capon, Deanna Kuhn, M. Carretero

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Marketing and Technology: A Strategic Coalignment In Journal of Marketing (1987)
Author(s): Noel Capon, Rashi Glazer

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A Comparative Analysis of the Strategy and Structure of United States and Australian Corporations In Journal of International Business Studies (1987)
Author(s): Noel Capon, Chris Christodolou, John Farley, James Hulbert

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Relationship Banking In Lending for the Commercial Banker (1987)
Author(s): Noel Capon, Russ Prince

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The Integration of Forecasting and Strategic Planning In International Journal of Forecasting (1985)
Author(s): Noel Capon, James Hulbert

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A Comparison of Corporate Planning Practice in American and Australian Manufacturing Companies In Journal of International Business Studies (1984)
Author(s): Noel Capon, Chris Christodolou, John Farley, James Hulbert

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Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies In Journal of Consumer Research (1984)
Author(s): Noel Capon, R. Davis

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The Marketing of Consumer Information In Journal of Marketing (1983)
Author(s): Noel Capon, Richard Lutz

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Institutional Change in Delivery of Dental Services: A Marketing Perspective In American Journal of Public Health (1982)
Author(s): Noel Capon

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Can Consumers Calculate Best Buys? In Journal of Consumer Research (1982)
Author(s): Noel Capon, Deanna Kuhn

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Credit Scoring Systems: A Critical Analysis In Journal of Marketing (1982)
Author(s): Noel Capon

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Nonprofit Marketing: Reviews and Commentary In Journal of Marketing (1982)
Author(s): Noel Capon, G. Mauser

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Marketing Strategy Differences Between State and Privately Owned Corporations: An Exploratory Analysis In Journal of Marketing (1981)
Author(s): Noel Capon

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A Developmental Study of Consumer Information Processing Strategies In Journal of Consumer Research (1980)
Author(s): Noel Capon, Deanna Kuhn

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Individual, Product Class, and Task-Related Factors in Consumer Information Processing In Journal of Consumer Research (1980)
Author(s): Noel Capon, Marian Burke

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A Model and Methodology for the Development of Consumer Information Programs In Journal of Marketing (1979)
Author(s): Noel Capon, Richard Lutz

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Rebuttal to response to 'Discrimination in Screening of Credit Applicants' In Harvard Business Review (1978)
Author(s): Noel Capon

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Discrimination in Screening of Credit Applicants In Harvard Business Review (1978)
Author(s): Noel Capon

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The Impact of Message on Direct Mail Response In Journal of Advertising Research (1976)
Author(s): Noel Capon, John Farley

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Cognitive Algebra in Multiattribute Attitude Models In Journal of Marketing Research (1975)
Author(s): James Bettman, Noel Capon, Richard Lutz

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Persuasive Effects of Sales Messages Developed from Interaction Process Analysis In Journal of Applied Psychology (1975)
Author(s): Noel Capon

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Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity In Journal of Consumer Research (1975)
Author(s): James Bettman, Noel Capon, Richard Lutz

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Decision Systems Analysis in Industrial Marketing In Industrial Marketing Management (1975)
Author(s): Noel Capon, James Hulbert

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Information Processing in Attitude Formation and Change In Communication Research (1975)
Author(s): James Bettman, Noel Capon, Richard Lutz

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Pricing and Forecasting in an Oligopoly Firm In Journal of Management Studies (1975)
Author(s): Noel Capon, John Farley, James Hulbert

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The Sleeper Effect: An Awakening In Public Opinion Quarterly (1973)
Author(s): Noel Capon, James Hulbert

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Interpersonal Communication in Marketing: An Overview In Journal of Marketing Research (1972)
Author(s): James Hulbert, Noel Capon

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Industrial Purchasing Behavior: A Reappraisal In Journal of Business Administration (1972)
Author(s): Noel Capon, Morris Holbrook, James Hulbert

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Mechanism of the Pyrolysis of 3-Bromopentane In Transactions of the Faraday Society (1967)
Author(s): Noel Capon, Allan Maccoll, R. Ross

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CaseWorks

The Arden Company (Spanish Translation): Summer 2012
Author(s): Noel Capon, Martin Schleicher

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Hausser Food Products Company (Spanish Translation): Summer 2012
Author(s): Noel Capon

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Bowen Industries : Fall 2008
Author(s): Noel Capon

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Key Account Management at Siemens: The Executive Relationship Program: Fall 2012
Author(s): Noel Capon , Christian Wallner

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Children's Press: Spring 2012
Author(s): Noel Capon, Robert Dewar

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Vinataxi: Summer 2009
Author(s): Noel Capon

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The Arden Company: Spring 2010
Author(s): Noel Capon

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The Mass Transit Railway in Hong Kong: Summer 2009
Author(s): Noel Capon

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The Case Method in Marketing Management: Fall 2008
Author(s): Noel Capon

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SonicCD: Future Growth Strategy: Fall 2009
Author(s): Noel Capon

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ICI Fibres Ltd.: Fall 2009
Author(s): Noel Capon

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Ryanair: Fall 2009
Author(s): Noel Capon

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Flat World Knowledge: Summer 2008
Author(s): Noel Capon

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Managing Marketing in the 21st Century: Fall 2008
Author(s): Noel Capon

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Hausser Food Products Company: Spring 2008
Author(s): Noel Capon

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Newlines Airways (A,B,C): Spring 2008
Author(s): Noel Capon, Julian Cook

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Books

Managing Marketing: An Applied Approach (2014)
Author(s): Noel Capon, S. Singh

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Capon's Marketing Framework (2013)
Author(s): Noel Capon

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The Virgin Marketer (2013)
Author(s): Noel Capon

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Managing Marketing in the 21st Century (2012)
Author(s): Noel Capon

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Marketing for China's Managers: Current and Future (2011)
Author(s): Noel Capon, W. Burgers, Yuhuang Zheng

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Sales Eats First: How Customer-Motivated Sales Organizations Out-Think, Out-Offer, and Out-Perform the Competition (2011)
Author(s): Noel Capon, Gary Tubridy

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Strategic Account Strategy (2011)
Author(s): Noel Capon

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Capon's Marketing Framework: Student Study Guide (2010)
Author(s): Noel Capon, Andy J. Yap

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Managing Marketing in the 21st Century (2010)
Author(s): Noel Capon, James Hulbert

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Marketing for China's Managers: Current and Future (2010)
Author(s): Noel Capon, W. Burgers

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Marketing Mastery: Your Key to Success (2010)
Author(s): Noel Capon, Dave Basarab

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Capon's Marketing Framework (2009)
Author(s): Noel Capon

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Managing Marketing in the 21st Century (2009)
Author(s): Noel Capon, James Hulbert

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Managing Global Accounts: Nine Critical Factors for a World-Class Program (2008)
Author(s): Noel Capon, Dave Potter, Fred Schindler

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Managing Marketing in the 21st Century: Student Study Guide (2008)
Author(s): Noel Capon, Andy J. Yap

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Managing Marketing in the 21st Century (2007)
Author(s): Noel Capon, James Hulbert

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The Marketing Mavens (2007)
Author(s): Noel Capon

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The Virgin Marketer (2007)
Author(s): Noel Capon

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Marketing Management in the 21st Century (2003)
Author(s): Noel Capon, James Hulbert, W. Burgers

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Total Integrated Marketing: Breaking the Bounds of the Function (2003)
Author(s): James Hulbert, Noel Capon, Nigel Piercy

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Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important Strategic Asset (2001)
Author(s): Noel Capon

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Marketing Management in the 21st Century (2001)
Author(s): Noel Capon, James Hulbert

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The Asian Marketing Case Book (1999)
Author(s): Noel Capon, Wilfried VanHonacker

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Toward an Integrative Explanation of Corporate Financial Performance (1996)
Author(s): Noel Capon, John Farley, Scott Hoenig

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Planning the Development of Builders, Leaders, and Managers for 21st Century Business: Curriculum Change at Columbia Business School (1996)
Author(s): Noel Capon

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Toward an Integrative Explanation of Corporate Financial Performance (1996)
Author(s): Noel Capon, John Farley, Scott Hoenig

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The Marketing of Financial Services: A Book of Cases (1992)
Author(s): Noel Capon

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Corporate Strategic Planning (1988)
Author(s): Noel Capon, John Farley, James Hulbert

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Working Papers

Does Your Top Management Interface with Strategic Customers? (2014)
Author(s): Noel Capon, Christopher Senn

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