Nelson Higher Education

Higher Education

MM4, 4th Edition

  • includes CourseMate, 1 term (6 months) with Career Transitions 2.0 Printed Access Card
  • Dawn Iacobucci
  • ISBN-10: 1133629385
  • ISBN-13: 9781133629382
  • 352 Pages | Paperback
  • Previous Editions: 2013, 2012, 2010
  • COPYRIGHT: 2014 Published
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About the Product

Created through a "student-tested, faculty-approved" review process with students and faculty, MM4 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. MM4 employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as new coverage that highlights the importance of social media and the impact of consumer behavior on successful marketing management. A complete set of accompanying cases align best-selling business cases from leading case providers, such Harvard Business School Publishing, with specific MM4 chapters. Trust the unique MM4 comprehensive content and complete resources to help students better understanding and apply marketing management for business success. Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.


  • "ANATOMY OF . . . FEATURE" ASSISTS STUDENT UNDERSTANDING OF SPECIFIC MARKETING MANAGEMENT PRINCIPLES. This innovative learning feature explains the composition of key marketing management topics using detailed graphics to ensure that students comprehend each critical area within marketing management.

  • AN INNOVATIVE COMBINATION DELIVERS KEY CONTENT BOTH IN PRINT AND ONLINE. The MM, 4E core text offers a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys and from extensive interviews with a wealth of today's faculty and students. CourseMate for MM, 4E brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook.

  • SHORTER COMPREHENSIVE CHAPTERS COMMUNICATE MARKETING MANAGEMENT CONCEPTS IN A MODERN DESIGN. This edition uses an engaging and accessible format to present marketing management content in a more engaging, accessible format without minimizing coverage for your course.

  • CONTENT AND RESOURCES PROVIDE A SUPPLEMENT PACKAGE THAT IS SECOND TO NONE. This edition provides all of the content and resources you expect with a supplement package, including CourseMate comprehensive online tools, PowerPoint® slides, an Instructor's Manual, a Test Bank, and ExamView™ electronic testing.

  • TRADITIONAL CONCEPTS PROVIDE SOLID FOUNDATION IN MARKETING MANAGEMENT. Concise, yet thorough, MM, 4E covers all core Marketing Management topics in 17 succinct chapters to equip students with a solid foundation in marketing management.

  • NONTRADITIONAL STREAMLINED PRESENTATION APPEALS TO TODAY'S STUDENTS. Using a vibrant visual style that's more like a business magazine than a textbook, MM, 4E resonates with today's active, fast-paced learners. The book clearly communicates concepts and ideas through clear visuals and manageable blocks of information rather than using large portions of text. MM 4E's concept-driven format gives you the flexibility to weave other materials into your course.

  • HARVARD CASES OFFER THE BEST IN LEADING BUSINESS EXAMPLES AND PRACTICE. The author has partnered with Harvard Business Publishing, Darden and Ivey, to provide a complete set of teaching and learning materials that focus on cases that can be customized in to the textbook. These best-selling business cases from leading case providers, such as Harvard Business School Publishing, align at the chapter level to Iacobucci's MM, 4E.

  • CHAPTER-IN-REVIEW CARDS AT THE BACK OF THE STUDENT EDITION PROVIDE STUDENTS WITH A PORTABLE STUDY TOOL. These cards contain all of the pertinent information students need for class preparation.

  • INSTRUCTOR PREP CARDS AT THE BACK OF THE INSTRUCTOR'S EDITION MAKE PREPARATION SIMPLE. Detachable cards for each chapter offer a quick map of chapter content, a list of corresponding PowerPoint® and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.

  • A FULL SUITE OF UNIQUE LEARNING TOOLS THAT APPEAL TO DIFFERENT LEARNING STYLES. Quizzes, audio downloads, video podcasts, and more are only a click away.


"I am a big promoter of 4LTRPress books. Having a textbook that the students don't dread to read is half the battle."
— Keith Starcher, Indiana Wesleyan University

About the Author

Dawn Iacobucci

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has been Senior Associate Dean at Vanderbilt (2008–2010) and Professor of Marketing at Kellogg (Northwestern University, 1987–2004), University of Arizona (2001–2002), and Wharton (University of Pennsylvania, 2004–2007). Dr. Iacobucci received her MS in statistics, her MA and PhD in quantitative psychology from the University of Illinois at Urbana-Champaign, and her MTS from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, and multivariate and methodological research questions. She has published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.

Table of Contents

1. Why Is Marketing Management Important?
2. Customer Behavior.
3. Segmentation.
4. Targeting.
5. Positioning.
6. Goods and Services.
7. Brands.
8. New Products.
9. Pricing.
10. Channels of Distribution and Logistics.
11. Advertising Messages and Marketing Communications.
12. Integrated Marketing Communications and Media Choices.
13. Social Media.
14. Customer Satisfaction and Customer Relationships.
15. Marketing Research Tools.
16. Marketing Strategy.
17. Marketing Plans.

New to this edition

  • NEW MARKETING MANAGEMENT CONTENT REMAINS RELEVANT TO TODAY'S TIMES. Open any page of MM4 and you and your students will find the most current marketing management statistics with engaging contemporary examples that keep content applicable to today's current business challenges and meaningful to life today.
  • NEW INSTRUCTOR PREP CARDS MAKE TRANSITION TO THIS EDITION EASY. Individual detachable Prep Cards for each chapter, conveniently located in the back of the Instructor's Edition, outline specific content updates and changes from MM3 to help make the transition to MM4 as seamless as possible. You'll also find time-saving, convenient chapter outlines, discussion questions, video teaching notes, and more to help you plan and deliver your course efficiently.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Resource CD-ROM  (ISBN-10: 1133190170 | ISBN-13: 9781133190172)

Find all of the instructor tools you need at your fingertips with this easy-to-use CD. You can electronically review, edit, and copy what you need from the Instructor's Manual, PowerPoint® slides, Test Bank, and ExamView® testing program.

Video  (ISBN-10: 1133190359 | ISBN-13: 9781133190356)

Deepen your students' understanding of the marketing management concepts presented throughout this edition of the text with these dynamic, engaging videos. These brief, multimedia tools offer ideal support for specific chapters of the book.

Student Supplements

CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 1133592732 | ISBN-13: 9781133592730)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. Read your ebook, take notes, watch videos, and take practice quizzes online with CourseMate.

Blackboard MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285751531 | ISBN-13: 9781285751535)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing management course in one place. Read your eBook, take notes, review flashcards, and take practice quizzes—all online with MindLink for CourseMate.