Mm (with Review Cards And Printed Access Card)

Paperback | April 7, 2009

byDawn Iacobucci

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Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student Edition is an effective new approach to teaching and learning Marketing Management.

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From the Publisher

Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student Edition is an effective new approach to teaching and learning Marketing Management.

Format:PaperbackDimensions:256 pages, 10.7 × 8.5 × 0.6 inPublished:April 7, 2009Publisher:South-Western College PubLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0324784430

ISBN - 13:9780324784435

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Table of Contents

Part I - MARKETING STRATEGY.1. What is Marketing?2. Marketing Segmentation.3. Targeting.4. Positioning.Part II - PRODUCT POSITIONING.5. Products: Goods and Services.6. Brands.7. New Products.Part III - POSITIONING VIA PRICE, PLACE, AND PROMOTION.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.Part IV - POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS.12. Customer Evaluations.13. Marketing Research Tools.Part V - CAPSTONE.14. Marketing Strategy.15. Marketing Plans.