Iacobucci, Dawn <br/><br/>
Marketing management / 
Dawn Iacobucci. 
 - Fifth edition 
 - Boston, MA :  Cengage Learning,  ©2018. 
 - xii, 324 pages:   color illustrations  26 cm. 
<br/><br/> Includes index 
<br/><br/>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. 
<br/><br/><br/>in English 
<br/><br/><label>ISBN: </label>978-1-337-27112-7 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management
<br/><br/><label>LC Class. No.: </label>658.8 Ia1m 2018