Noel Capon, R.C. Kopf Professor of International Marketing at Columbia Business School (CBS), visited Chile in mid-January to deliver a conference titled "How to Manage Marketing in the 21st Century."
The event, held in collaboration with Universidad de Chile’s School of Economics and Business (FEN), focused on the fundamentals of marketing amidst the significant changes in business practices driven by globalization, technological advancements, product and service innovation, increased competition, price pressures, and organizational evolution. Capon outlined strategies for developing effective market approaches and managing marketing processes in this new environment, providing examples of companies such as Kodak and Barnes & Noble to illustrate the impact of these changes.
At CBS, Capon teaches the core Marketing Strategy course as well as electives such as Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests include key/strategic account management and marketing planning and strategy, with over 80 publications to his name, including articles, book chapters, and books.
You can download Capon’s presentation here. His books, Managing Marketing in the 21st Century and the upcoming Marketing for Latin American Managers, can be accessed here.
