New textbook co-authored by A-State business faculty
Published: Monday, December 2, 2013
Updated: Monday, December 2, 2013 09:12
In the upcoming spring semester, many students in business will be turning the pages of a textbook co-written by a familiar face. Shane Hunt, associate professor of marketing of the College of Business, has completed the first edition of “Marketing” along with Associate Professor of Marketing and Director for the Center for Supply Chain Management John Mello.
Hunt had ideas to help students of the millennial generation become more engaged in the classroom. McGraw-Hill liked the idea and approached Hunt about writing a book.
“McGraw-Hill is the biggest publishing company and it was a good way to get ASU’s name out there,” Hunt said.
Mello has never written a textbook before and said he thought he would never get involved with one. Hunt wrote 10 of the 14 chapters in the textbook.
“He asked me if I could help write about topics I was more knowledgeable about,” Mello said. “The four chapters I wrote are Market Research, New Product Development, Supply Chain and Logisitics, which I go into a lot of detail about logistics since that is my expertise, and Staying Close to Your Customer, which is about customer service.”
Mello said Hunt goes to conferences to talk about what makes the textbook different from other marketing textbooks.
“The first edition will have new examples and new content such as social media marketing,” Hunt said.“Ten years ago that was not taught and three years from now content about that topic will change.”
Hunt said the textbook is easier to read and has more examples to relate to this college generation. The textbook is geared for students of any major because it teaches them to market themselves for careers. For example, a journalist working at “Time” will have to know how to get subscribers, which the textbook touches on.
“I think it is going to make students learn marketing and business in a practical way of life, such as better marketing tactics. It is not just something they will learn for a multiple choice test,” Hunt said.
The textbook will be used in the junior level Introduction to Marketing class and also has digital supplements to it.
“I’m very excited to see the entire text and all the supplemental materials that come with it, particularly the videos and online assignments,” said Melodie Philhours, department of marketing interim chair and associate professor of marketing.
Besides writing a marketing textbook, Hunt has done other projects and research. He has worked with sales associations and banks on different projects and conducted research in sales and logistics. His research has appeared in “The Journal of Personal Selling and Sales Management” and “The Journal of Business Logistics.” He has worked with companies in Little Rock, Jonesboro, Memphis, Fort Smith, Tulsa, and Columbus, Ohio to collect data that can be generalized to help other businesses to be more successful and profitable.
“Hunt and I have also written three papers that were published in ‘The Journal of Business Logistics.’ We have traveled together to take students to Ohio State and Michigan State where 12 to 14 schools, some bigger than A-State, compete in supply chain used simulations,” Mello said.
Hunt writes in his office in the College of Business building and in his home office late at night. Ideas for his research and projects are inspired by concepts he finds interesting.
“We are all consumers engaged in buying products. A 12 ounce beverage versus a 20 ounce beverage, how much can the 20 ounce be sold to entice people to buy it?” Hunt said.
Typically he tries to work with people at A-State on projects and research.
Philip Tew, assistant professor of finance, has worked with Hunt in the Continuing Education and Community Outreach program to provide workshops to current or hopeful entrepreneurs.
While Hunt explained the importance of marketing the business, Tew focused on financing the business.
“I would always be thrilled to work with Hunt on any project because of the passion and knowledge he brings to the table in every project or opportunity that he is faced with,” Tew said. “I think anyone who wants to have a project succeed would jump at the opportunity to work with Hunt.”
While growing up, Hunt’s parents worked in business, but what really got him interested was his curiosity as to how companies decide what to produce, how to sell products and how to hire the right people for the product to work.
“Being a business professor is the best thing in the world. I get the flexibility to do different things, such as write books. I have been invited and paid to present to numerous organizations including the American Marketing Association and the National Conference in Sales Management. I help students achieve their dreams,” Hunt said
Hunt teaches Principles of Marketing, Professional Selling and Sales Management, and Strategic Marketing for Master of Business Administration.
Principles of Marketing is his favorite class to teach because it is students’ first exposure to marketing.
Philhours likes Hunt’s research and projects because he is really creative.
”In his Professional Selling and Sales Management course, the students sell tickets to a Grizzlies game and must manage the profit margin on these tickets based on customer value,” Philhours said. “Profit from these ticket sales go to a charity, most recently the backpack program with the NEA Food Bank. This is just one example of the great projects Shane implements to help students learn about marketing while doing something great for our community.”
Research for the book started in late 2011 and was completed after three years of writing.
Future editions of the textbook that Hunt will write will be published every three years to update the material for the course. The second edition will come out in January 2017.