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ULM professor releases textbook

Published June 23, 2015

Dr. Kenneth Clow—Biedenharn Endowed Chair in Business at the University of Louisiana at Monroe—and Dana-Nicoleta Lascu of the University of Richmond recently collaborated on a 15-chapter textbook designed for introductory courses in marketing.


“Essentials of Marketing, 5th Edition,” was published by Textbook Media. The new edition features numerous international examples and illustrations as well as business-to-business concepts. Clow has created a blog to accompany the textbook that allows instructors using the text to keep up with recent events in the area of marketing.

“This textbook is unique in two ways,” said Clow. “First, the original edition was written prior to Dana and me ever meeting in person. An editor with Atomic Dog Publishing asked if we were interested in working on the text. We talked on the phone and decided to launch the project although we had no idea how it would work out. To make the situation even more unique, we had a 90-day deadline for manuscript submission. Everything was done electronically with sporadic phone conversations. It was not until after the second edition that we had the opportunity to actually meet in person.”

The second unique aspect is the pricing model for the book.

Clow said, “One reason I was interested in publishing with Textbook Media is the skyrocketing cost of college textbooks. Many new books now cost over $200, and students spend as much as $700 to $800 a semester for textbooks. The price for the book ranges from $24.95 for the online-only text, to $64.95 for the online text, which includes a four-color paperback book.”

“We are very fortunate to have Dr. Clow on our business faculty at ULM. He is an outstanding teacher and mentor to our students, researcher, and leader in the marketing field,” said Dr. Ron Berry, dean of the College of Business and Social Sciences. “His textbooks have been adopted around the country and continue to have a major impact on marketing education.”

According to Ed Laube of Textbook Media, the company specializes in acquiring rights to underserved textbooks for business and economics. Textbook Media features proven authors from larger publishers that have gone through an extensive revision process. The books are adapted to the Textbook Media model and published at affordable prices for students.

In addition to the “Essentials of Marketing” textbook, Clow has published books in advertising, marketing research, sports marketing, and services marketing. He also has published over 200 articles in academic journals and conference proceedings.

Clow obtained a Ph.D. from the University of Arkansas in 1992.