Marketing Management: A Customer-Centric Financial Approach, Edition 2

Kenneth E. Clow

Jan 2017 · SAGE Publications

Ebook

502

Pages

Eligible

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About this ebook

Ken Clow developed 2e because he felt that currently available texts do not meet the needs of the majority of students enrolled in the Marketing Management capstone course required for marketing majors. Clow′s text differentiates itself in a number of ways. Clow provides an emphasis on the tasks and challenges associated with entry-level and first-line marketing positions. Entry-level marketing employees often find that they will be expected to assess marketing programs, both before they are launched and again after they have been launched. Consequently, the text provides financial analyses of marketing programs and decisions discussed in each of the chapters. Current texts place too much emphasis on branding and not enough on customer service and customer loyalty. The second edition offers a powerful integration of the fields of marketing and management. The primary emphasis is pointing out managerial applications of marketing tactics and practices throughout the entire book.

About the author

Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

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