Prior to joining the faculty at Clemson, she served on the faculty at American University in Washington, DC, as Interim Director of the Graduate Marketing Program at Johns Hopkins University, and as an invited Fulbright Professor of Marketing at Seoul National University in Seoul, Korea. Mary Anne Raymond is Professor of Marketing and Director of Corporate Relations for the College of Business at Clemson University. He is the managing partner of The Tanner Group, a marketing and customer strategy consultancy, and he is a founder and a partner in JK Tanner Inc., an investment firm. Recent clients include Teradata, Cabela's IBM, Gallery Furniture, EMC, and others. Tanner maintains an active consulting and training practice. Tanner has taught executives and business students around the world, including in Colombia, India, Mexico, Canada, France, Ireland, Australia, Malawi, and Trinidad. In 1988, he earned his PhD from the University of Georgia and joined the faculty at Baylor University, where he is now Professor Emeritus. Tanner spent eight years in marketing and sales with Rockwell International and Xerox Corporation. His books have been translated into several languages and distributed in over thirty countries.ĭr. He is the author or coauthor of fifteen books, including best-selling textbooks such as Selling: Building Partnerships and several books for practitioners, most recently Analytics & Dynamic Customer Strategy: Big Profits from Big Data. He is an internationally recognized expert in sales and sales management. (Jeff) Tanner Jr., is Dean of the Strome College of Business, Old Dominion University.
With the potential to capture so much more detail about micro transactions, firms should now be more able to answer ”well, what this marketing strategy really worth it?“ And ”what is the marketing ROI?“ And finally, ”what is this customer or set of customers worth to us over their lifetime?“ That information gathering can be costly, but it can also be very revealing. Metrics - Firms today have the potential to gather more information than ever before about their current and potential customers. And today’s marketing professionals must understand the world in which they and their companies operate. farming, almost every industry and company needs strong global awareness. Global coverage - Tanner, Raymond and Schuster deliberately entitled Chapter 1 ”What is Marketing?“ Whether it is today’s price of gasoline, the current U.S. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations. This is often referred to as the ”triple bottom line“ of financial, social, and environment performance.Įthics and social responsibility - Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. Sustainability - Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both. They are evaluating the entire experience, whether they interact with a product, a service, or a combination.
That is because consumers don’t sacrifice value when alternating between a product and a service. Service dominant logic - This textbook employs the term ”offering“ instead of the more traditional First "P" - product. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. Listen to this podcast here of Jeff Tanner discussing his new textbook.