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January 14, 2010

ULM 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, “Marketing Management: A Customer-Oriented Approach,” 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.

“The 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,” 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.

“This implies a strong customer-focus and an understanding of how decisions made in the marketing department will affect a firm’s customers,” said Clow. “It also entails understanding how the decision will impact the financial status of the firm and its impact on the company’s revenues and profits.”

Clow is a professor of marketing in ULM’s College of Business Administration. Previously, he served as the dean at both ULM 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 “Marketing Management: A Customer-Oriented Approach,” “Integrated Advertising, Promotions, and Marketing Communications, 4th edition,” “Services Marketing, 2nd edition,” and “Essentials of Marketing, 3rd edition.”

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