Seventeen experts, one voice! The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements. This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years. Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book. Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone. The end result is a solid mix of passion, insight, and firsthand experience not typically found in more traditional "Principles of Marketing" textbooks.
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Book Description
Editorial Reviews
About the Author
K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association.
Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University.
Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.
Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies and governments all over the world. He is a frequent speaker on issues related to trade, trade policy and global business strategies. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis, support of trade negotiations and retaliatory actions, and policy coordination for international finance, investment, and monetary affairs. He currently serves on the faculty of The McDonough School of Business at Georgetown University.
Peter R. Dickson is the Knight-Ridder Eminent Scholar in Global Marketing at Florida International University. He was previously the Arthur C. Nielsen Jr., Chair of Marketing Research at the University of Wisconsin-Madison Nielsen Center for Marketing Research and the Crane Professor of Strategic Marketing at The Ohio State University. Dr. Dickson is heading up the NHCC/FIU Hispanic Market Research project, is the Academic Director of the Master of International Business, and is leading the launch of the Masters in Sales Management at the Chapman Business School, Florida International University. Dr. Dickson is the past
Chairman of the marketing strategy special interest group of the American Marketing Association. He has won awards for his undergraduate and graduate teaching and four of his most recent academic papers have won national awards. He recently, co-authored with Dr. Tom Miller a paper that reviewed the impact of the Internet on market research. He has also written on the dubious origins of the Sherman Antitrust Act, a cornerstone of marketing law in the United
States.
Patrick Dunne, an Associate Professor of Marketing at the Jerry Rawls College of Business at Texas Tech University, received his MBA and Ph.D. from Michigan State University and his BSBA from Xavier University.
In over 30 years of years of university teaching at Michigan State, Drake, Oklahoma, and Texas Tech, Dr. Dunne has taught a wide variety of marketing and retailing courses at both the undergraduate and graduate levels. In addition to authoring over a dozen retailing textbooks, he has published articles in many of the leading academic journals.
Professor Dunne has been honored with several university teaching awards and has an active involvement in professional training programs. He is also an active consultant to a variety of retailers and wholesalers.
Abbie Griffin earned her Ph.D. in management from the Massachusetts Institute of Technology, her M.B.A. from Harvard University and her B.S.ChE from Purdue University. She is editor of the Journal of Product Innovation Management, and serves as director of the Product Development and Management Association. She has received the 1997 Marketing Science Institute Best Paper Award, the 1993 John D. C. Little Best Paper Award, and the 1994 Frank M. Bass Dissertation Paper Award for "Voice of the Customer." Dr. Griffin teaches product development and business-to-business marketing.
Her research interests include measuring and improving new product development processes, obtaining customer inputs into new product development, decreasing time to commercialize products, and management of technology.
Dr. Griffin's professional experience includes consulting in marketing, strategic planning, and technology management to technology dependent firms. She is on the Board of Directors of International Truck and Engine (formerly Navistar).
Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University.
Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.
Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies and governments all over the world. He is a frequent speaker on issues related to trade, trade policy and global business strategies. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis, support of trade negotiations and retaliatory actions, and policy coordination for international finance, investment, and monetary affairs. He currently serves on the faculty of The McDonough School of Business at Georgetown University.
Peter R. Dickson is the Knight-Ridder Eminent Scholar in Global Marketing at Florida International University. He was previously the Arthur C. Nielsen Jr., Chair of Marketing Research at the University of Wisconsin-Madison Nielsen Center for Marketing Research and the Crane Professor of Strategic Marketing at The Ohio State University. Dr. Dickson is heading up the NHCC/FIU Hispanic Market Research project, is the Academic Director of the Master of International Business, and is leading the launch of the Masters in Sales Management at the Chapman Business School, Florida International University. Dr. Dickson is the past
Chairman of the marketing strategy special interest group of the American Marketing Association. He has won awards for his undergraduate and graduate teaching and four of his most recent academic papers have won national awards. He recently, co-authored with Dr. Tom Miller a paper that reviewed the impact of the Internet on market research. He has also written on the dubious origins of the Sherman Antitrust Act, a cornerstone of marketing law in the United
States.
Patrick Dunne, an Associate Professor of Marketing at the Jerry Rawls College of Business at Texas Tech University, received his MBA and Ph.D. from Michigan State University and his BSBA from Xavier University.
In over 30 years of years of university teaching at Michigan State, Drake, Oklahoma, and Texas Tech, Dr. Dunne has taught a wide variety of marketing and retailing courses at both the undergraduate and graduate levels. In addition to authoring over a dozen retailing textbooks, he has published articles in many of the leading academic journals.
Professor Dunne has been honored with several university teaching awards and has an active involvement in professional training programs. He is also an active consultant to a variety of retailers and wholesalers.
Abbie Griffin earned her Ph.D. in management from the Massachusetts Institute of Technology, her M.B.A. from Harvard University and her B.S.ChE from Purdue University. She is editor of the Journal of Product Innovation Management, and serves as director of the Product Development and Management Association. She has received the 1997 Marketing Science Institute Best Paper Award, the 1993 John D. C. Little Best Paper Award, and the 1994 Frank M. Bass Dissertation Paper Award for "Voice of the Customer." Dr. Griffin teaches product development and business-to-business marketing.
Her research interests include measuring and improving new product development processes, obtaining customer inputs into new product development, decreasing time to commercialize products, and management of technology.
Dr. Griffin's professional experience includes consulting in marketing, strategic planning, and technology management to technology dependent firms. She is on the Board of Directors of International Truck and Engine (formerly Navistar).
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2 of 2 people found the following review helpful:
1.0 out of 5 stars
Very loosely written and unorganized,
By
This review is from: Marketing: Best Practices (Hardcover)
This book promises to bring to us the best and the brightest in marketing by drawing on the knowledge of 17 experts. Unfortunately, they have proven a law in economics known as the law of diminishing returns. As additional units of a variable resource (marketing experts) are applied to a fixed resource (this book),at some point, the returns that can be attributed to the variable resource will decline. This is precisely what has happened. This book is written in a haphazzard format throwing definitions and case studies at the student in a loosely written hard to understand format. Many of the definitions seem to talk around the object of study instead of clearly defining it. I have talked with many students and they all have the same sentiments. Before you rate my review, I suggest that you read one chapter from this book and you will find that I have been very kind towards the author/authors. I would prefer to read a marketing text book from just 1 marketing expert that knows how to write a textbook. This is marketing not world literature. I am an A business student and I shouldn't need to struggle to understand the concepts in this book. The best example I can think of would be the chapter on consumer behavior. VALS is glazed over with little insight on the value of this highly reputed psychographic study. Check out the section on alternative evaluation in the same chapter. Compensatory and noncompensatory models of consumer alternative evaluation are quickly thrown out to the reader with a few vague examples. Even after taking calculus I am amazed at the complexity with which these authors present a simple subject like marketing. You are probably purchasing this book because it is required reading for your marketing class. There must have been some kickbacks somewhere to push this book. Next time they write a marketing book I hope that one of their experts is a writer.
1.0 out of 5 stars
Disorganized and loosely written,
By
This review is from: Marketing: Best Practices (Hardcover)
This book is so concentrated on harnessing the knowledge of 17 marketing experts that they forgot to hire an expert writer to make it easy to understand for the student. They talk around many definitions without clearly defining the object of study. Case studies are haphazzardly thrown at the reader and important concepts are vaguely described and with uneccessary complexity. I hope next time they write a book one of their experts is a writer. I feel like I am back in World Literature reading something from the Middle Ages only this time I can't go on the internet for an interpretation.
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