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Marketing Management: A Customer-Oriented Approach, by Professor Kenneth E. Clow, Donald E. (Edward) Baack
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This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM - all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.
- Sales Rank: #520191 in Books
- Brand: Brand: Sage Publications, Inc
- Published on: 2009-10-22
- Original language: English
- Number of items: 1
- Dimensions: 11.08" h x 1.01" w x 8.52" l, 2.90 pounds
- Binding: Hardcover
- 568 pages
- Used Book in Good Condition
Review
I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts. (Don Roy)
This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content. (Shirley Stretch-Stephenson)
There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors. (Dana-Nicoleta Lascu)
This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!! (Yun Chu)
Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students. (Dr. Greg Lowhorn)
Practical information for graduating marketing majors. (Norman Thiel)
About the Author
Kenneth Clow is a Professor of Marketing and holds the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as Dean at both the University of Louisiana at Monroe and the University of North Carolina at Pembroke. He teaching career began at Pittsburg State University where he also served as the MBA Director. He obtained his Ph.D. from the University of Arkansas in 1992.
Dr. Clow has published a total of 190 articles in academic journals and proceedings and has written 13 textbooks. He has published articles in journals such as Journal of Services Marketing, Services Marketing Quarterly, Journal of Business Research, Marketing Management Journal, Journal of Economics and Finance Education, International Journal of Business, Marketing, and Decision Sciences, Journal of Internet Commerce, Health Marketing Quarterly, and Journal of Restaurant and Foodservices Marketing.
Books co-authored by Professor Clow include Integrated Advertising, Promotion, and Marketing Communications, 4th edition (Prentice Hall), Concise Encyclopedia of Advertising (Haworth), Essentials of Marketing, 3rd edition (Cengage), Services Marketing, 2nd edition (Atomic Dog), Concise Encyclopedia of Professional Services Marketing (Routledge, Taylor and Francis Group), The IMC PlanPro Handbook, and Marketing Management (SAGE).
Donald Baack holds the rank of University Professor of management at Pittsburg (Kansas) State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.
Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing, and the Journal of Advertising Research.
Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), and Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, co-author to Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.
Baack has been active in the Southwest Academy of Management for many years, serving as its President in 1996. He was nominated for SWAM's Distinguished Educator award in 2007 and 2008. He is married (Pamela) with three children.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Marketing management review
By Alfred Walkes
I found this book to be very reader friendly with the right focus - on the customer. It is an excellent textbook for Marketing Management at the undergraduates level. The pictures and graphics are superb, the contents very contemporary, and the examples pertinent to the subject matter. The fact that all topic are dealt with from a management decision making perspective, with deal with the financial implication of marketing decisions make this book very practical, and not just another theoretical text.
0 of 0 people found the following review helpful.
Five Stars
By tim
Does the job
0 of 0 people found the following review helpful.
Excellent product
By Amazon Customer
This product is excellent. I am using this for my class, which is extremely helpful. Thanks will tell someone else about this product.
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