Published June 23, 2015
Dr. Kenneth Clow—Biedenharn Endowed Chair in Business at the University of Louisiana
at Monroe—and Dana-Nicoleta Lascu of the University of Richmond recently collaborated
on a 15-chapter textbook designed for introductory courses in marketing.
“Essentials of Marketing, 5th Edition,” was published by Textbook Media. The new edition
features numerous international examples and illustrations as well as business-to-business
concepts. Clow has created a blog to accompany the textbook that allows instructors
using the text to keep up with recent events in the area of marketing.
“This textbook is unique in two ways,” said Clow. “First, the original edition was
written prior to Dana and me ever meeting in person. An editor with Atomic Dog Publishing
asked if we were interested in working on the text. We talked on the phone and decided
to launch the project although we had no idea how it would work out. To make the situation
even more unique, we had a 90-day deadline for manuscript submission. Everything was
done electronically with sporadic phone conversations. It was not until after the
second edition that we had the opportunity to actually meet in person.”
The second unique aspect is the pricing model for the book.
Clow said, “One reason I was interested in publishing with Textbook Media is the skyrocketing
cost of college textbooks. Many new books now cost over $200, and students spend as
much as $700 to $800 a semester for textbooks. The price for the book ranges from
$24.95 for the online-only text, to $64.95 for the online text, which includes a four-color
paperback book.”
“We are very fortunate to have Dr. Clow on our business faculty at ULM. He is an outstanding
teacher and mentor to our students, researcher, and leader in the marketing field,”
said Dr. Ron Berry, dean of the College of Business and Social Sciences. “His textbooks
have been adopted around the country and continue to have a major impact on marketing
education.”
According to Ed Laube of Textbook Media, the company specializes in acquiring rights
to underserved textbooks for business and economics. Textbook Media features proven
authors from larger publishers that have gone through an extensive revision process.
The books are adapted to the Textbook Media model and published at affordable prices
for students.
In addition to the “Essentials of Marketing” textbook, Clow has published books in
advertising, marketing research, sports marketing, and services marketing. He also
has published over 200 articles in academic journals and conference proceedings.
Clow obtained a Ph.D. from the University of Arkansas in 1992.
