A Customer-Oriented Approach
- Kenneth E. Clow - University of Louisiana at Monroe
- Donald Baack - Pittsburg State University, Pittsburg, USA
- 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 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.
Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.
Practical information for graduating marketing majors.
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.
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.
This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!
Fantastic book. My students have benefited lots from it. I would definitely recommend it.
Really good Marketing Management text. Covers all areas required of this subject in good and accessible detail for students.
Was happy with it last spring -- so adopted again for spring 2012
Sample Materials & Chapters
Chapter 5 - Customer Acquisition Strategies and Tactics