Marketing Management （6TH）

Iacobucci, Dawn

South-Western College Publishing（2021/08発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
• 言語 ENG
• 商品コード 9780357635087
• DDC分類 658.8

Full Description

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.

Contents

Preface
About the author

Part 1 Marketing Strategy
1 Why is Marketing Management Important?
2 Customer Behavior
3 Segmentation
4 Targeting
5 Positioning

Part 2 Product Positioning
6 Products: Goods and Services
7 Brands
8 New Products and Innovation

Part 3 Positioning via Price, Place, and Promotion
9 Pricing
10 Channels of Distribution
11 Advertising Messages and Marketing Communications
12 Integrated Marketing Communications and Media Choices
13 Social Media

Part 4 Positioning: Assessment through the Customer Lens
14 Customer Satisfaction and Customer Relationships
15 Marketing Research Tools

Part 5 Capstone
16 Marketing Strategy
17 Marketing Plans

Endnotes
Index