Marketing Management
A Customer-Oriented Approach
- Kenneth E. Clow - University of Louisiana at Monroe
- Donald Baack - Pittsburg State University, Pittsburg, USA
Marketing (General)
- A focus on customer service is central. This concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers.
- The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented.
- Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position.
Features & Benefits
- "Stop and Think" features cause the reader to stop and think about how management principles are used in marketing positions (ie – issues related to planning, organizing, leading).
- "YourCareer" features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates.
- Includes chapters on data warehousing, internal and external communications, and website management – coverage lacking in competing texts
- "Customer Corner" insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems.
- Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts.
- End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. Excellent summary of chapter concepts.
I love the layout of this book, all the photographs and the fact that it discusses careers. However, for the UK students, I think it is just too 'American'. I can still make good use of it but not as a core text.
It is very interesting approach to adopt the 3R's of the relationship marketing perspective as the structure of this textbook. For a general course on markekting, however, this focus may be a little too specific.
The book offers students a structured logical focus to relevent topics.
A good background guide to aid independent learning.
This is a very good book with excellent case studies which hep students to put the theoretical concepts into practice. It is very useful for undergraduate students.
This is an excellent book providing up to date information on the subject of marketing management. My only complaint is that it is (understandably) too American focused rather than UK, but this has lead me to other UK based research.
Marketing Management by Kenneth Clow will be recommended for Spring 2011
with Marketing by Kotler.
Kotler's Marketing Text will be the main text and Marketing Management by Clow will be recommended as a supplemental reading for the students.
Essential textbook in marketing management. The Book includes very good case studies for students.
An excellent and more importantly easy to read and understand book which is very well laid out and really gets the customer importance accross to the students. I really like the format and will recommend it to my students
Highly desirable text book, suitable for all undergraduate students studying marketing and the management of service organisatiions.
Graphic and visual displays are excellent, chapters follow a logical sequence and are well written. The book makes excellent use of current case studies to effectually reinforce the theroetical perspectives.
It's a very nice book with many practical examples.