Marketing management / Dawn Iacobucci.
Publication details: Stamford, CT : Cengage Learning, c2015Edition: First editionDescription: xiii, 335 pages ; ill. 26 cmISBN:- 9781285429953
- 1285429958
- HF5415.13 .L142 2015
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URBE Library General Stacks | Non-fiction | HF5415.13 .L142 2015 Copy 1 (Browse shelf(Opens below)) | 1 | Available | 0417 | |
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URBE Library General Stacks | Non-fiction | HF5415.13 .L142 2015 Copy 2 (Browse shelf(Opens below)) | 2 | Available | 0004 |
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Includes bibliographical references and index.
Part 1. Marketing management -- Why is marketing management important? -- Customer behavior -- Segmentation -- Targeting -- Positioning -- Part 2. Product positioning -- Products: goods and services -- Brands -- New products -- Part 3. Positioning via price, ,place, and promotion -- Pricing -- Channels of distribution and logistics -- Integrated marketing communications: the advertising message -- Integrated marketing communications: media choices -- Social media -- Part 4. Positioning: Assessment through the customer lens -- Customer relationships -- Marketing research tools -- Part 5. Capstone -- Marketing strategy -- Marketing plans.
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