Marketing Management 5th edition by Iacobucci Test Bank
Marketing Management 5th edition by Iacobucci Test Bank
5 (100%) 2 votes
Marketing Management 5th edition by Iacobucci Test Bank
5 (100%) 2 votes

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Product description:

Provide a complete overview and the detailed material that your upper level undergraduate, first-year MBA and EMBA courses where students need to master core concepts in marketing management with Dawn Iacobucci’s MARKETING MANAGEMENT, 5E. Simply pair this proven book with cases, group work, and/or simulations to create a dynamic and engaging upper-level course. MARKETING MANAGEMENT, 5E reflects the vibrant and challenging environment facing today’s marketers. Engaging explanations, timely cases and memorable examples help readers understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today’s managers must make.

Marketing Management 5th edition by Iacobucci Test Bank

Marketing Management 5th edition by Iacobucci Test Bank

Table of content:

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.

Product details:

Language: English
ISBN-10: 1337271128
ISBN-13: 978-1337271127
ISBN-13: 9781337271127

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