Effective Marketing: Creating and Keeping Customers - Softcover

Zikmund, William G.; D'Amico, Michael

Softcover

ISBN 10: 0314041621 ISBN 13: 9780314041623

Publisher: Cengage Learning, 1980

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

Review

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.

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.

Edition details

• Publisher: Cengage Learning
• Publication date: 1980
• ISBN 10: 0314041621
• ISBN 13: 9780314041623
• Binding: Paperback
• Language: English
• Number of pages: 575