Marketing Management – Ebook PDF Instant Delivery – ISBN(s): 9781337271127,1337271128

Product details:

• ISBN-10 ‏ : ‎ 1337271128
• ISBN-13 ‏ : ‎ 978-1337271127
• Author: Dawn Iacobucci

Now 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.

Table contents:

Part 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.

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