Marketing Management

Author: Dawn Iacobucci (Vanderbilt University)
Homepage 9781337271127

Stock information

General Fields

  • : $167.00(NZD)
  • : 9781337271127
  • : Cengage Learning, Inc
  • : CENGAGE Learning Custom Publishing
  • :
  • : 0.612
  • : August 2016
  • : 254mm X 204mm X 12mm
  • : United States
  • : 167.95
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  • :
  • :
  • : books

Special Fields

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  • : Dawn Iacobucci (Vanderbilt University)
  • :
  • : Paperback
  • : 5th edition
  • :
  • :
  • : 658.8
  • :
  • :
  • : 352
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Barcode 9781337271127
9781337271127

Description

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.

Author description

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

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.