TY  - BOOK
AU  - Iacobucci, Dawn
TI  - Marketing management
SN  - 978-1-337-27112-7
AV  - 658.8 Ia1m 2018 
PY  - 2018///
CY  - Boston, MA
PB  - Cengage Learning
KW  - Marketing
KW  - Management
N1  - 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
ER  -