This past summer (2013) I spent one week in China for the official launch of Marketing for China's Managers: Current and Future. MCM is based largely on Managing Marketing in the 21st Century and Capon's Marketing Framework but is specially directed to Chinese students and managers. To accomplish the adaptation, I was joined as co-uthor by Professor Yuhuang Zheng from Tsinghua University.
Q & A With Noel Capon
Noel Capon talks about how firms can retain and grow their most valued customers by shifting from country-based account management to global account management.
Professor Noel Capon has something in common with his students: he thinks the price of textbooks has gotten out of hand. “It’s a serious social issue,” he says.
Capon likens the landscape of the textbook industry to that of the airline industry in the 1950s and ’60s, describing it as a “cozy oligopoly” in which the different players “compete for authors and over the quality of the books but not on price.”