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Iacobucci, Dawn R

Marketing Management / Dawn Iacobucci. - 1 ed. - Stamford, CT : Cengage Learning, 2015. - 336 p. : ill., etc.

Intructor's Edition

Includes bibliographic note, reference resources and index.

Part 1. Marketing Management -- Chap. 1. Why is Marketing Management Important? -- 2. Customer Behavior -- 3. Segmentation -- 4. Targeting -- 5. Positioning -- Part 2. Product Positioning -- Chap. 6. Products: Goos and Services -- 7. Brands -- 8. New Products -- Part 3. Positioning via Price, Place and Promotion -- Chap. 9. Pricing -- 10. Channels of Distribution and Logistics -- 11. Integrated Marketing Communications: The Adverstising Message -- 12. Integrated Marketing Communications: Media Choices -- 13. Social Media -- Part 4. Positioning: Assessment Through the Customer Lens -- Chap. 14. Customer Relationships -- 15. Marketing Research Tools -- Part 5. Capstone -- Chap. 16. Marketing Strategy -- 17. Maketing Plans -- Endnote -- Index.


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

ISBN: 9781285429953 (paperback)

Subjects--Topical Terms:
Marketing Management
Marketing Research
Marketing Strategy

Dewey Class. No.: 658.802 / I115