Table of Contents

Part I: Marketing Foundation Chapter 1: The Nature of Marketing Management Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road The Nature of Marketing Management The Fields of Marketing and Management Marketing and Management Issues A Customer Service Failure Customer Service Champions The Design of This Book Chapter Summary Chapter 1 Case: iPhone Madness Chapter 2: Market Analysis Electrolyte Nation Marketing Analysis Environmental Analysis Competitive/Industry Analysis Analysis of Product Positioning Market Segment Analysis Customer Analysis Consumer Buying Decision Making Demand and Market Potential Estimating Demand Contribution Margin and Break-Even Point Chapter Summary Chapter 2 Case: Scooping Up Success? Chapter 3: Data Warehousing Costco: Data-Driven, Employee-Centered Marketing The Data Warehouse Data Warehouse Functions The Data in a Data Warehouse Analytical Data Data Mining Data-Driven Marketing Programs Testing Database-Driven Initiatives Chapter Summary Chapter 3 Case: Majestic Mountain Ski Resort Chapter 4: Building a Customer-Oriented Marketing Department AFLAC: Employee-Centered Customer Care Developing a Successful Management Style Providing Effective Leadership Making Quality Decisions Building a Customer-Oriented Culture Motivating Employees Empowering and Engaging Employees Inspiring Creativity Handling Personal and Employee Stress Chapter Summary Chapter 4 Case: The New Boss Part II: Managing Customer Acquisition Chapter 5: Customer Acquisition Strategies and Tactics Sony: From Humble Beginnings to a Worldwide Brand The Product Life Cycle The Importance of Customer Acquisition Customer Acquisition: Identifying Markets Customer Acquisition: Developing Products Branding Types of Brands Developing Powerful Brands The Role of Customer Service Chapter Summary Chapter 5 Case: LensCrafters Chapter 6: Pricing Priceline.com: Reverse Auction Pricing Continues to Survive Price Considerations Pricing Strategies and Objectives Setting Prices Pricing New Products Price Discounts Changing Prices of Existing Products Legal and Ethical Pricing Issues The Role of Customer Service Chapter Summary Chapter 6 Case: Pricing: That?s How the Cookie Crumbles Chapter 7: Advertising, Alternative and Direct Marketing Smucker?s: It Has to be Good Advertising Management Establishing Advertising Objectives Creating an Advertising Budget Choosing an Advertising Agency Overseeing an Advertising Program Assessing Advertising Effectiveness Alternative Marketing Programs Direct Marketing Implications for Entry-Level Employees Chapter Summary Chapter 7 Case: Wild West Rodeo Chapter 8: Sales Promotions Kraft: Eat and Live Better Objectives of Promotions Managing Consumer Promotions Types of Consumer Promotions Types of Consumers International Considerations Trade Promotions Implications for Marketing Managers Customer Service and Promotions Programs Chapter Summary Chapter 8 Case: Barney's Bookstore Chapter 9: Personal Selling IBM: A Corporate Legend Continues to Grow Retail Selling The Business-to-Business Selling Function Business-to-Business Customer Acquisition Relationship Selling Personal Selling: An International Perspective Managing a Sales Force Recruiting and Selection Training Compensation Motivational Programs Performance Evaluation Chapter Summary Chapter 9 Case: Hamming It Up Part III: Managing Customer Interactions Chapter 10: Internal Communications Zappos: To Live and Deliver WOW The Nature of Communication Individual Communication Barriers to Individual Communication Overcoming Barriers to Individual Communication The Value of Individual Communication Communication Systems in Organizations Barriers to Formal Communication Overcoming the Barriers to Formal Communication Internal Communication and Customer Service International Internal Communications Implications for Marketing Managers Chapter Summary Chapter 10 Case: The Zen Master Chapter 11: External Communications Round Rock Express: Making Memoriess One Game at a Time Communications With Non-Customers Communications With Customers and Potential Customers Institutional Statements Product Appearance and Package Design The Business Facility Personal Contacts Marketing Communication Tactics In-Store Communications Public Relations Image-Building Programs Implications for Marketing Managers Relationship to Customer Service Chapter Summary Chapter 11 Case: New York Cool Chapter 12: Distribution and Supply Chain Management Insight, Inc.: Top of Mind in Supply Chain Management Distribution Systems Establishing Channels of Distribution Managing the Supply Channel Physical Distribution Methods of Transportation Evaluation of Physical Distribution Implications for Customer Service Implications for Marketing Managers Chapter Summary Chapter 12 Case: Making Movies Chapter 13: Web Site and Internet Management Vonage: Challenging and Changing Personal Communication Web Site Functions The Value of a Web Site Designing an E-Commerce Program Building the E-Commerce Foundation Creating E-Commerce Components Finalizing Methods of Interaction With Customers Promoting the Web Site International Implications Chapter Summary Chapter 13 Case: Love Hurts Part IV: Managing Customer Retention Chapter 14: Customer Retention and Recovery Jet Blue: Crisis Management and Customer Recovery Developing Customer Loyalty Types of Customer Loyalty Factors That Generate Loyalty Maintaining Customer Relationships Customer Recovery Benefits of Customer Retention Implications for Marketing Managers Chapter Summary Chapter 14 Case: A Taxing Situation Chapter 15: Marketing Control Aetna: Making Marketing Controls Work Planning Systems: The Basis of Control Control Systems Strategic Controls Strategic Marketing Controls Brands and Product Lines Marketing Function or Departmental Controls Individual Controls (Performance Appraisal) Types of Corrections Strategic Corrections Tactical Corrections Individual Rewards and Corrections Implications for Marketing Managers Chapter Summary Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times Appendix A: How to Analyze a Case Appendix B: Comprehensive Cases

About the Author

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

Reviews

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. -- Don Roy 20090921 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. -- Shirley Stretch-Stephenson 20090921 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. -- Dana-Nicoleta Lascu 20090921 This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!! -- Yun Chu 20090921 Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students. -- Dr. Greg Lowhorn Practical information for graduating marketing majors. -- Norman Thiel 20100316