Marketing Management, 5th Edition
- Dawn Iacobucci
- ISBN-10: 1337271128
- ISBN-13: 9781337271127
- 352 Pages | Paperback
- Previous Editions: 2015
- COPYRIGHT: 2018 Published
Provide a complete overview and the detailed material that your upper level undergraduate, first-year MBA and EMBA courses where students need to master core concepts in marketing management with Dawn Iacobucci’s MARKETING MANAGEMENT, 5E. Simply pair this proven book with cases, group work, and/or simulations to create a dynamic and engaging upper-level course. MARKETING MANAGEMENT, 5E reflects the vibrant and challenging environment facing today’s marketers. Engaging explanations, timely cases and memorable examples help readers understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today’s managers must make.
Part I: MARKETING STRATEGY.
1. Why Is Marketing Management Important?
2. Customer Behavior.
Part II: PRODUCT POSITIONING.
6. Products: Goods and Services.
8. New Products and Innovation.
Part III: POSITIONING VIA PRICE, PLACE, PROMOTION.
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.
All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.
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