Marketing management / Dawn Iacobucci.

By: Material type: TextTextPublication details: Boston, MA : Cengage Learning, ©2018.Edition: Fifth editionDescription: xii, 324 pages: color illustrations; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 978-1-337-27112-7
Subject(s): LOC classification:
  • 658.8 Ia1m 2018
Contents:
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.
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Holdings
Item type Current library Call number Status Barcode
Books Books FEU - Cavite Higher Education HED Library CIR 658.8 Ia1m 2018 (Browse shelf(Opens below)) Available HED5997

Includes index

in English

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.

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