Synopsis
Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: 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. In this title, '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, and leading). 'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It 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. This title features excellent summary of chapter concepts.
À propos de l?auteur
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.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
