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Full Description
Iacobucci's "Marketing Management," 7th Edition, is designed with you in mind -- clear, practical and focused on what really matters. Chapters starts by asking the big questions: What is this concept? Why does it matter in the real world? And most importantly, How do you do it well? You'll get straightforward explanations, real examples and step-by-step guidance that help you connect theory to action.
This book shows you how to think like a marketer. Explore how companies use AI, analytics, social media and global strategies to make smart decisions. You'll also dive into short, real-world mini-cases and ethical challenges that help you apply what you're learning in class to real business situations. Whether you're preparing for a career in marketing or just want to understand how marketing drives business success, this book gives you the tools to succeed in your course and beyond.
Contents
Preface.
About the Author.
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, 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 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.
Endnotes.
Index.
