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Marketing Management - Paperback By Iacobucci, Dawn - VERY GOOD - Picture 1 of 1

Mindtap Course List Ser.: Marketing Management by Dawn Iacobucci (2017, Trade Paperback)

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About this product

Product Identifiers

PublisherCengage Learning

ISBN-101337271128

ISBN-139781337271127

eBay Product ID (ePID)228556202

Product Key Features

Number of Pages352 Pages

Publication NameMarketing Management

LanguageEnglish

SubjectMarketing / General, General

Publication Year2017

FeaturesRevised

TypeTextbook

Subject AreaBusiness & Economics

AuthorDawn Iacobucci

SeriesMindtap Course List Ser.

FormatTrade Paperback

Dimensions

Item Height9.8 in

Item Weight22.4 Oz

Item Length0.7 in

Item Width7.8 in

Additional Product Features

Edition Number5

Intended AudienceCollege Audience

LCCN2016-943749

Dewey Edition23

IllustratedYes

Dewey Decimal658.8

Edition DescriptionRevised edition

Table Of ContentPart I: MARKETING STRATEGY.1. Why Is Marketing Management Important?2. Customer Behavior.3. Segmentation.4. Targeting.5. Positioning.Part II: PRODUCT POSITIONING.6. Products: Goods and Services.7. Brands.8. New Products and Innovation.Part III: POSITIONING VIA PRICE, PLACE, PROMOTION.9. Pricing.10. Channels of Distribution.11. Advertising Messages and Marketing Communication.12. Integrated Marketing Communication and Media Choices.13. Social Media.Part IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS.14. Customer Satisfaction and Customer Relationships.15. Marketing Research Tools.Part V: CAPSTONE.16. Marketing Strategy.17. Marketing Plans.

SynopsisNow you can master the core concepts in marketing management that you need as a undergraduate marketing major, first-year MBA or EMBA student with the detailed material in Iacobucci's MARKETING MANAGEMENT, 5E. You are able to immediately apply the key concepts you learn to cases, group work, or simulations that are assigned in your course. MARKETING MANAGEMENT, 5E reflects the dynamic environment facing today's marketers. Engaging explanations, timely cases and memorable examples help you understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today's managers must make every day.

LC Classification NumberHF5415.13