Effective Marketing: Creating and Keeping Customers - Hardcover

William G. Zikmund; Michael D'Amico

Hardcover

ISBN 10: 0314042377 ISBN 13: 9780314042378

Publisher: West Group, 1996

Synopsis

A consolidated coverage (paperback and 17 chapters) of the principles of marketing, Zikmund and d'Amico's Effective Marketing stands out not only for its ease of reading, but also for its presentation of the marketplace as a dynamic interplay of relationships.

About this title

About the Author:

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.

Michael d'Amico was born and bred in Hoboken, New Jersey. He now lives in Akron, Ohio and is a professor of marketing at the University of Akron. D'Amico graduated from the Georgetown University School of Foreign Service, received his master's degree from Rutgers University, and earned his Ph.D. in business administration at Texas Tech University. Before attending Rutgers, he worked in sales and marketing positions in Washington, D.C. and New York City, and he now serves frequently as a consultant to not-for-profit, political, and commercial organizations and as a board member for such organizations as Goodwill Industries. D'Amico has published over one hundred proceedings, journal, and business press articles and has co-edited several proceedings and texts. Currently co-editor of the Journal of Marketing Management, he is also a past president of the Marketing Management Association and National Vice-President of Pi Sigma Epsilon, the national marketing fraternity. D'Amico has won a number of teaching awards and was selected by the Professional Fraternities Association as its 1997-1998 Outstanding Collegiate Chapter Advisor for his work with Pi Sigma Epsilon.

Review:

I think the strengths of the Zikmund and d'Amico text are the visual appeal and content of the text. I also think the supplemental package is very good. I like the approach used by the authors and the incorporation of ethical and global issues. I think they have done a good job of combining theory and application of the theory into the text. This is very important.

From an overall perspective, the topics and chapters presented in Effective Marketing do a much more detailed job at meeting my course objectives [than my current text]. In addition, the heavy application of case studies to marketing situations helps to illustrate and "bring home" key concepts more clearly.

The writing style of the Zikmund text seems to be a bit more personal than the book I'm using, as if the author is sitting across a table from the student and telling the student face-to-face about the material.

About this edition

• Publisher: West Group
• Publication date: 1996
• ISBN 10: 0314042377
• ISBN 13: 9780314042378
• Binding: Hardcover
• Number of pages: 604