Capon’s Marketing Principles: Asia Edition Noel Capon and Shamza Khan (2015)

Capon’s Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Capon’s Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.


ISBN 978-967-12649-2-8 (Hardcover) 444 pages
ISBN 978-967-12649-1-1 (Paperback)

About the Authors

NOEL CAPON IS THE R. C. KOPF PROFESSOR of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Educated primarily in Great Britain, Professor Capon earned B.Sc. and Ph.D. degrees in Chemistry from University College, London University. He also received degrees in Business Administration from Manchester (Dip. BA), Harvard (MBA), and Columbia Business School (Ph.D.).

Professor Capon joined the Columbia Business School faculty in 1979. Previously he served on the faculty of, and received tenure from, the University of California – Graduate School of Management, UCLA. He has taught and held faculty positions at Harvard Business School; Australia — Monash University; England — Bradford Management Centre and Manchester Business School; France — INSEAD; Hong Kong — The Hong Kong University of Science and Technology (HKUST); China — China European International Business School (CEIBS — Shanghai); and India — Indian School of Business (ISB — Hyderabad).

Professor Capon currently holds the position of Distinguished Visiting Professor at Manchester Business School. Professor Capon has published more than 60 refereed articles and book chapters, and is editor for sections on Marketing, and Sales Management and Distribution, in the AMA Management Handbook (1994). He has published more than 20 books, including Corporate Strategic Planning, a major study of the planning practices of major U.S. manufacturing corporations (Columbia University Press 1988); The Marketing of Financial Services: A Book of Cases (Prentice-Hall 1992); Planning the Development of Builders, Leaders, and Managers of Twenty First Century Business (Kluwer 1996) on the curriculum review process at Columbia Business School; Why Some Firms Perform Better than Others: Towards a More Integrative Explanation (Kluwer 1996) on the underpinnings of superior corporate financial performance; The Asian Marketing Casebook (Prentice Hall 1999); Key Account Management and Planning (Free Press 2001); Total Integrated Marketing (Free Press 2003); The Marketing Mavens (Crown Business 2007); Managing Global Accounts (Wessex 2008); Strategic Account Strategy (Wessex 2011); Sales Eats First (Wessex 2011); and Case Studies in Managing Key, Strategic, and Global Customers (Wessex 2012).

Professor Capon contributes extensively to Columbia Business School’s Executive Education. He was the Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He teaches on Columbia’s Full-time MBA and Executive MBA (EMBA) programs and its partner program with London Business School. He founded and directed the Advanced Marketing Management Program in conjunction with CEIBS. He also designs, directs, and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon cofounded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders.

Professor Capon’s textbooks include Managing Marketing in the 21st Century (3rd edition) (Wessex 2012) and Capon’s Marketing Framework (3rd edition) (Wessex 2013); The Virgin Marketer (Wessex 2013) is a companion market planning workbook. Several Student Study Guides are also available. Professor Capon’s textbooks are also published in Chinese, Russian, and Spanish.

SHAMZA KHAN HAS CO-AUTHORED MULTIPLE academic business books. She specializes in Business Strategy, Supply Chain Management, and Customer Relationship Management. Educated primarily in Hong Kong and New York, Shamza earned her Bachelor in Business Studies (BSc) from Hong Kong Polytechnic University and a Masters Degree in International Finance and Public Administration from Columbia University (MIA).

Shamza Khan has worked as co-author, senior researcher, and case writer for Columbia Business School, Harvard Business School, Hong Kong University of Science and Technology (HKUST, and Hong Kong University (HKU). She has also worked as a technical writer and key advisor to the U.S. Government development sector. She managed manuscripts, edited chapters, and provided intellectual contributions to several books including The Asian Marketing Casebook, Key Account Management and Planning, Global E-Commerce: Text and Cases, and Managing E-Business Transformation: A Global Perspective.

She has published more than 20 business case studies; several have been included in various academic books. Her work spans Asia and North America; she has interviewed senior business and industry executives at ABN Ambro, Citibank, HSBC, Hong Kong Telecom, and National University of Singapore to develop her cases.

Shamza Khan also worked as a senior researcher for Professor Pankaj Ghemawat (named a top-50 Global Thinker [2002] for his book Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter) by contributing to key case-studies and teaching notes. Highlights were a focus on regional strategies for Arcor, CEMEX, Embraer, HSBC, Santander, and Star TV. She has also been a senior researcher and writer for Professor Capon, her co-author for this book.

She has consulted for the U.S. Government, in particular designing and writing complex development scopes of work for government-to-government projects. Shamza Khan has been a key contributor on Global E-Commerce: Text and Cases (Prentice Hall 2001) and is co-author for Global E-Commerce; and Managing (e) Business Transformation: A Global Perspective (Palgrave MacMillan 2005).

Table of Contents


Concluding Statementxxxvi
Abbreviation Glossaryxxxvii
Chapter 1 : Introduction to Managing Marketing3
Chapter 2 : The Value of Customer19
Chapter 3 : Market Insight39
Chapter 4 : Customer Insight57
Chapter 5 : Insight about Competitors, Company, and Complementers75
Chapter 6 : Marketing Research95
Imperative 1: Determine and Recommend Which Markets to Address 
Chapter 7 : Identifying and Choosing Opportunities119
Imperative 2: Identify and Target Market Segments 
Chapter 8 : Market Segmentation and Targeting137
Imperative 3: Set Strategic Direction and Positioning 
Chapter 9 : Market Strategy — Integrating Firm Efforts for Marketing Success155
Chapter 10 : Managing through the Life Cycle173
Chapter 11 : Managing Brands195
Imperative 4: Design the Market Offer 
Part A. Providing Customer Value 
Chapter 12 : Managing the Product Line215
Chapter 13 : Managing Services and Customer Service229
Chapter 14 : Developing New Products245
Part B. Communicating Customer Value 
Chapter 15 : Integrated Marketing Communications261
Chapter 16 : Mass and Digital Communication273
Chapter 17 : Directing and Managing the Field Sales Effort295
Part C. Delivering Customer Value 
Chapter 18 : Distribution Decisions315
Chapter 19 : Retailing and Wholesaling331
Part D. Getting Paid for Customer Value 
Chapter 20 : Critical Underpinnings of Pricing Decisions347
Chapter 21 : Setting Prices359
Imperative 5: Secure Support from Other Functions 
Chapter 22 : Ensuring the Firm Implements the Market Offer as Planned: 
Becoming an Externally Oriented Firm373
Imperative 6: Monitor and Control 
Chapter 23 : Monitoring and Controlling Firm Performance and Functioning391
Chapter 24 : International, Regional, and Global Marketing407
Chapter 25 : Ethical, Legal, and Socially Responsible Decisions in Marketing425
Concluding Comment440

We have written Capon’s Marketing Principles: Asia Edition specifically for Asian students. You will learn about marketing language, logic, strategy, and implementation. To get us off to a good start, we’ll begin by providing you the book’s positioning.

As you will learn in Chapter 9, positioning comprises four elements — customer targets, competitor targets, value proposition, and reasons to believe. The positioning for Capon’s Marketing Principles: Asia Edition is:

  • Customer targets. Marketing instructors in Asia who specify texts for undergraduate and graduate marketing courses, and Asian students who will learn to practice marketing in these courses.
  • Competitor targets. All textbooks entitled Marketing Principles, or some close approximation, for use in undergraduate and graduate marketing courses (whether or not developed for Asia).
  • Value proposition. Capon’s Marketing Principles: Asia Edition supports instructors in their quest to enhance students’ grasp of marketing. Students learn how to successfully address simple and complex marketing problems. They learn what to do and how to do it, and how to infuse their organizations with a customer-focused view of business. Capon’s Marketing Principles: Asia Edition teaches students about Asian firms but also exposes them to the actions of leading firms globally.
  • Reason to believe. Professor Capon is among the world’s most experienced marketing educators, from one of the world’s leading business schools. The authors have extensive experience educating students at all levels of business degree programs, as well as senior and mid-level executives in major corporations globally.

Instructors Supplements

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