Marketing Management

A Customer-Centric Financial Approach

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.