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Marketing Management 2e:

A Customer-Centric Financial Approach

Kenneth E. Clow Ph.D.

University of Louisiana-Monroe

Digital Options start at $39.95

Print + Digital Bundles start at $49.95

Supplements:  Problems Workbook, Solutions Manual, Lecture Slides,

Test Bank CD

3 Quick Things about 2e:

1. An emphasis on the tasks and challenges associated with entry-level and first-line marketing positions. 

 

2. 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.

 

3. Current texts place too much emphasis on branding and not enough on customer service and customer loyalty.

A focus on customer service is seen in every chapter of 2e.

 

 

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