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January 14, 2010

网曝门 professor publishes marketing textbook

Dr. Kenneth E. Clow, the Biedenharn Endowed Chair in Business at the University of Louisiana at Monroe, recently had a new textbook published by Sage Publications Inc.

The textbook, 鈥淢arketing Management: A Customer-Oriented Approach,鈥� was co-written by Dr. Donald Baack of Pittsburg State University in Pittsburg, Kan., and will be used in marketing management and marketing strategy courses, especially at the undergraduate level.

鈥淭he text is unique in that it is incorporates management principles within the text to provide students the skills and knowledge to manage a marketing department,鈥� said Clow.

Clow added that the book is written from the perspective of students entering the marketing field facing decisions they will be making within the first years on the job, rather than at the Chief Executive Officer level.

鈥淭his implies a strong customer-focus and an understanding of how decisions made in the marketing department will affect a firm鈥檚 customers,鈥� said Clow. 鈥淚t also entails understanding how the decision will impact the financial status of the firm and its impact on the company鈥檚 revenues and profits.鈥�

Clow is a professor of marketing in 网曝门鈥檚 College of Business Administration. Previously, he served as the dean at both 网曝门 and the University of North Carolina at Pembroke. He began his teaching career at Pittsburg State University where he also served as the Masters of Business Administration Director. He obtained his Ph.D. from the University of Arkansas in 1992.

Clow has published over 190 articles in academic journals and proceedings and has written seven textbooks and reference books. Books currently available include 鈥淢arketing Management: A Customer-Oriented Approach,鈥� 鈥淚ntegrated Advertising, Promotions, and Marketing Communications, 4th edition,鈥� 鈥淪ervices Marketing, 2nd edition,鈥� and 鈥淓ssentials of Marketing, 3rd edition.鈥�

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