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Iacobucci, Dawn R.

Mm / : what's inside: an innovative approach to teaching & learning marketing management student tested, faculty approved / Dawn R. Iacobucci, Dennis J. Sweeney, Thomas A. Williams. - Mason, OH : Cengage South-Western, 2010. - 230 p. : il., fotos a color., etc.

Incluye referencias bibliográficas, índice, etc.

Pte. 1. Marketing strategy -- Cap. 1. What is marketing? -- 2. Marketing segmentation -- 3. Targeting -- 4. Positioning -- Pte. 2. Product positioning -- Cap. 5. Products - Goods and services -- 6. Brands -- 7. New products -- Pte. 3. Positioning via price, place, and promotion -- Cap. 8. Pricing -- 9. Channels of distribution and business marketing networks and logistics -- 10. Integrated marketing communications: the advertising message -- 11. Advertising media and integrated marketing communications -- Pte. 4. Positioning, assessment through the customer lens -- Cap. 12. Customer evaluations -- 13. Marketing research tools -- Pte. 5. Capstone -- Cap. 14. Marketing strategy -- 15. Marketing plans.


Bibliographic resource of the General Collection :
Available in Miami Sub-Library :
United States.

ISBN: 0324359772 (pasta dura) 0324651813 (pasta dura)

Subjects--Uniform Titles:
Marketing

Subjects--Topical Terms:
Publicidad Comercial

Dewey Class. No.: 658.83 / I115