Marketing management /
Iacobucci, Dawn
Marketing management / Dawn Iacobucci. - Fifth edition - Boston, MA : Cengage Learning, ©2018. - xii, 324 pages: color illustrations 26 cm.
Includes index
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.
in English
978-1-337-27112-7
Marketing--Management
658.8 Ia1m 2018
Marketing management / Dawn Iacobucci. - Fifth edition - Boston, MA : Cengage Learning, ©2018. - xii, 324 pages: color illustrations 26 cm.
Includes index
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.
in English
978-1-337-27112-7
Marketing--Management
658.8 Ia1m 2018