Mm (with Review Cards And Printed Access Card) by Dawn IacobucciMm (with Review Cards And Printed Access Card) by Dawn Iacobucci

Mm (with Review Cards And Printed Access Card)

byDawn Iacobucci

Paperback | April 7, 2009

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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.
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 Wh...
Title:Mm (with Review Cards And Printed Access Card)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.