Marketing Management
A Customer-Oriented Approach
- Kenneth E. Clow
- Donald Baack - Pittsburg State University, Pittsburg, USA
Marketing Management
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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.
Key Features
- Comprehensive coverage includes chapters not covered in other texts such as data warehousing, internal and external communications, and Web site management
- Critical thinking exercises stress the importance of quantitative methods in marketing and in the application of marketing concepts
- End-of-chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or for individual assignments
- Stop and Think features encourage the reader to consider how management principles are used in marketing positions (especially for issues related to planning, organizing, or leading)
- YourCareer sections offer students practical advice regarding marketing careers and profi les of successful marketing graduates
- Customer Corner scenarios pose a customer service (CS) situation and encourage students to think about the importance of CS and how they would respond to CS problems
This text is accompanied by Cases in Marketing Management, edited by Kenneth E. Clow and Donald Baack, providing students with many topical examples of marketing management issues and practice.
This text is also available bundled with Marketing Plan Pro, Academic Version, for only $35.00 more than the stand-alone text. To order, please contact SAGE Customer Service on 1-800-818-7243.
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.