June 11, 2004

Contact:
Mara L. Kiffin, Assistant Director
Office of Public Affairs
(954) 262-5350; 954-224-4642

NSU Business Professor Authors New Marketing Books

FORT LAUDERDALE, FL- Art Weinstein, Ph.D., Professor and Chair of Marketing at Nova Southeastern University’s H. Wayne Huizenga School of Business and Entrepreneurship has authored two new books about marketing - the end products of his 2003 faculty research sabbatical.

The Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, 3 rd Edition, published by Haworth Press, Binghamton, NewYork http://www.haworthpress.com/store/product.asp?sku=5195, is a how-to guide to what marketers need to know about defining, segmenting, and targeting business markets, including assessing customer needs, gauging the competition, designing winning strategies, maximizing corporate resources, and more.

Weinstein, who has been with NSU since 1993, teaches graduate level courses in customer value, marketing management and research and market segmentation, says that most organizations need a handbook for improving their organization’s performance in new and existing markets.

“The most important thing I’ve learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing,” said Weinstein. “They end up with ’fuzzy’ business missions, unclear objectives, information that isn’t decision-oriented, unfocused promotional strategies, and no real plan to attack niche markets. This happens because they haven’t developed an effective strategy for segmenting high-tech and industrial markets, and don’t have a process that introduces and improves their business segmentation planning and execution.”

According to Weinstein, exceeding customers’ expectations is another area that companies need to address. His second book, Superior Customer Value in the New Economy: Concepts and Cases, 2 nd Edition, (co-authored with NSU professor Dr. William C. Johnson), provides extensive insight into the sometimes blurry concept of “customer value.”

P ublished by CRC Press, Boca Raton, Florida (www.crcpress.com, this second edition offers a blueprint for responding effectively to customer demands and for creating the benchmarks common to world-class service companies. It also elaborates on the latest perspectives of the business and academic communities, exploring leading marketing and managing developments in the crucial area of customer value (CV). It delivers expert guidance on designing, implementing, and evaluating a CV strategy that benefits e-service and information-based organizations.

The updated textbook will replace the first edition currently being used in NSU’s M.B.A. degree program course, “Delivering Superior Customer Value,” which Weinstein teaches.

For further information about either of these books, contact Dr. Weinstein at 954-262-5097 orsend email to art@huizenga.nova.edu

For more information about degree programs offered the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, visit http://www.huizenga.nova.edu/.