Effective Marketing: Creating and Keeping Customers - Softcover

Zikmund, William G.; D'Amico, Michael

Softcover

ISBN 10: 0314041621 ISBN 13: 9780314041623

Publisher: Cengage Learning, 1994

Synopsis

This alternate version of Zikmund and d'Amico's successful Marketing, 4e (West, 1993) offers consolidated but not watered down coverage of marketing principles. Relationship marketing is integrated throughout the text, as are other topics such as direct marketing and strategic alliances.

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.

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: Cengage Learning
• Publication date: 1994
• ISBN 10: 0314041621
• ISBN 13: 9780314041623
• Binding: Paperback
• Edition number: 1
• Number of pages: 636