CBS' Noel Capon Gives Lecture on Marketing Strategy at Universidad de Chile

January 17, 2018

Noel Capon, R.C. Kopf Professor of International Marketing at Columbia Business School (CBS), visited Chile in mid-January to give a conference entitled "How to manage marketing in the 21st century."

During the event, held in association with Universidad de Chile’s School of Economics and Business (FEN), Capon covered the fundamentals of marketing in light of the dramatic changes in the way of doing business (and increasing shareholder value) due to globalization, technological changes, product and services innovation, increased competition, price pressures, and organizational evolution, among other factors. He explained how to develop market strategy and manage the marketing process in this new context. He also gave examples of how specific companies have been impacted by these changes, including Kodak and Barnes & Noble in the US.

Capon teaches the Marketing Strategy core course at CBS 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.

You can download Capon’s presentation here. His books books Managing Marketing in the 21st Century, and the upcoming Marketing for Latin American Managers, can be accessed here