Items related to Marketing Management: A Customer-Oriented Approach
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.
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About the Author:
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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).
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)
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 this title" may belong to another edition of this title.
- PublisherSage Publications, Inc
- Publication date2009
- ISBN 10 1412963125
- ISBN 13 9781412963121
- BindingHardcover
- Number of pages568
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Marketing Management: A Customer-Oriented Approach
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