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Marketing Management: A Customer-Oriented Approach by Kenneth E. Clow, Donald Baack (Hardcover, 2009)

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Product Information

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.

Product Identifiers

Publisher
Sage Publications Inc
ISBN-13
9781412963121
eBay Product ID (ePID)
94480039

Product Key Features

Book Title
Marketing Management: a Customer-Oriented Approach
Author
Kenneth E. Clow, Donald Baack
Format
Hardcover
Language
English
Topic
Management
Publication Year
2009
Type
Textbook
Number of Pages
568 Pages

Dimensions

Item Height
280mm
Item Width
216mm

Additional Product Features

Title_Author
Kenneth E. Clow, Donald Baack
Country/Region of Manufacture
United States

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Marketing Management: A Customer-Oriented Approach by Kenneth E. Clow, Donald Baack (Hardcover, 2009)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Books

Atomic Habits: the life-changing million-copy #1 bestseller by James Clear (Paperback, 2018)

First Day by Andrew Daddo (Paperback, 2014)

Save on Books

The Complete Apocrypha: All 50 Lost Books of the Bible - the Ethiopian Bible, th

The Orthodox Study Bible, Hardcover: Ancient Christianity Speaks to Today's Worl

Meghan and Harry: The Real Story (Updated & expanded edition) *Brand New!!!!!

The Idea of You by Robinne Lee

The Courage to be Disliked: The Japanese phenomenon that shows you how to free y

Fck Off! This is MY Coloring Book: The Very Fcking Best of John T | Swear word

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