Marketing Management

Häftad, Engelska, 2021

Av Dawn Iacobucci, Dawn (Vanderbilt University) Iacobucci

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Gain an understanding of the vibrant, challenging environment facing marketers today as Iacobucci’s MARKETING MANAGEMENT, 6E presents an intriguing, guiding framework that clearly illustrates how core concepts fit together. This updated and complete overview of marketing management uses a captivating style and engaging presentation that you will actually enjoy reading. Learn how to make meaningful decisions and construct useful, practical marketing plans to help companies succeed. Revised chapters, updated explanations, new mini-cases and the latest examples depict global marketing, ethics and social media marketing in action. This edition emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions. Leading cases from Harvard, Darden and Ivey further reinforce the relevance of what you are learning. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success.

Produktinformation

Utgivningsdatum2021-08-02
Mått198 x 17 x 251 mm
Vikt635 g
FormatHäftad
SpråkEngelska
Antal sidor336
Upplaga6
FörlagCengage Learning
ISBN9780357635087

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Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has also served as senior associate dean at Vanderbilt and professor of marketing at Northwestern University, University of Arizona and University of Pennsylvania. Dr. Iacobucci received her M.S. in statistics, her M.A. and Ph.D. in quantitative psychology from the University of Illinois at Urbana-Champaign and her M.T.S. from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, multivariate and methodological research questions and issues related to health care and sustainability. She has published widely in publications such as the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin and Social Networks. Dr. Iacobucci has taught core marketing management, marketing research, marketing models, services marketing and new products to M.B.A., E.M.B.A. and undergraduate students. She has also taught multivariate statistics and methodological topics in Ph.D. seminars. She has served as editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She also edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing and Kellogg on Integrated Marketing. In addition to this text, she has written MARKETING MODELS: MULTIVARIATE STATISTICS and MARKETING ANALYTICS AND MEDIATION ANALYSIS as part of the prestigious quantitative series at Sage. She is also a co-author of Gilbert Churchill’s leading MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.

PrefaceAbout the authorPart 1 Marketing Strategy1 Why is Marketing Management Important?2 Customer Behavior3 Segmentation4 Targeting5 PositioningPart 2 Product Positioning6 Products: Goods and Services7 Brands8 New Products and InnovationPart 3 Positioning via Price, Place, and Promotion9 Pricing10 Channels of Distribution11 Advertising Messages and Marketing Communications12 Integrated Marketing Communications and Media Choices13 Social MediaPart 4 Positioning: Assessment through the Customer Lens14 Customer Satisfaction and Customer Relationships15 Marketing Research ToolsPart 5 Capstone16 Marketing Strategy17 Marketing PlansEndnotesIndex