Marketing Management: A Customer-Oriented Approach

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.

Cowritten by an expert on marketing and an expert on management, this text thoroughly integrates core marketing and management principles into one comprehensive resource for future marketing management professionals. Throughout the text, readers will encounter a signifi cant emphasis on the customer service aspects of marketing, as well as the qualitative and quantitative methods critical to marketing analysis.

Whereas other texts commonly focus on what may be needed at the executive level within major corporations, this book prepares students to excel professionally in entry- and mid-level positions and in small to mid-sized companies. It guides students through the process of customer acquisition and retention and challenges them to strengthen their qualitative and quantitative analytical skills.

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

Instructor and Student Ancillaries at www.sagepub.com/clow

• Password-protected instructor resources include PowerPoint slides, chapter outlines, marketing plan information, and more. These resources are also available via Blackboard course management software.
• An open-access student study site offers self-quizzes, Web exercises, additional cases, and more.
• A computerized test bank is available on CD. Qualified instructors can request a copy by contacting SAGE Customer Care at 1-800-818-SAGE (7243).

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, 4^th edition (Prentice Hall), Concise Encyclopedia of Advertising (Haworth), Essentials of Marketing, 3^rd edition (Cengage), Services Marketing, 2^nd edition (Atomic Dog), Concise Encyclopedia of Professional Services Marketing (Routledge, Taylor and Francis Group), and The IMC PlanPro Handbook.

Prior to earning his doctorate, Clow owned and operated a commercial cleaning service in Joplin, Missouri and Fayetteville, Arkansas. He started as a sole employee and the company grew to become one of the largest cleaning services in Northwest Arkansas with 40 employees. He is married to Susan and has four sons, Dallas, Wes, Tim, and Roy.

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.