01269nam a2200229Ia 450000500170000000800470001724500440006410000200010826000450012825000180017330000420019130000110023350000190024402000220026365000260028505000200031154600150033150506580034633600090100433700150101333800110102820260803094215.0251212s2018    xx            000 0 und d©©©1 aMarketing management /cDawn Iacobucci.  aIacobucci, Dawn  aBoston, MA :bCengage Learning,c©2018.  aFifth edition  axii, 324 pages: bcolor illustrations  c26 cm.  aIncludes index  a978-1-337-27112-7  aMarketingxManagement  a658.8 Ia1m 2018  ain English  aPart 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.  atext  aunmediated  avolume