Iacobucci, Dawn creator text xx Boston, MA Cengage Learning ©2018 2018 Fifth edition monographic und

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xii, 324 pages: color illustrations 26 cm. 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. Dawn Iacobucci. Includes index in English Marketing Management 658.8 Ia1m 2018 978-1-337-27112-7 251212 20260803094215.0