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ISBN-10: 0324784430
ISBN-13: 9780324784435
Edition: 2010
Authors: Dawn Iacobucci
List price: $79.95
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Description: Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management,  More...

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Book details

List price: $79.95
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 4/7/2009
Binding: Paperback
Pages: 256
Size: 8.50" wide x 10.50" long x 0.50" tall
Weight: 1.694
Language: English

Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student Edition is an effective new approach to teaching and learning Marketing Management.

Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University.nbsp; Previously she was the Senior Associate Dean for Owen (2008-2010), Professor of Marketing at the Kellogg School of Management, Northwestern University (1987-2004), the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona (2001-2002), and the John Pomerantz Professor of Marketing at Wharton, of the University of Pennsylvania (2004 to 2007). She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign.nbsp; Her research on models for social networks and other methodological research questions has been published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, International Journal of Research in Marketing, Marketing Science, Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.nbsp; Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA and undergraduate students and multivariate statistics and methodological topics in Ph.D. seminars.nbsp; She is recent editor of both the Journal of Consumer Research and Journal of Consumer Psychology.nbsp; She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, Kellogg on Integrated Marketing, she is author of Marketing Management (Thomson), the first new MBA text in years, Mediation Analysis, and she is co-author on Gilbert Churchill's lead text on Marketing Research (Thomson).

+ Marketing Strategy
What is Marketing?
Marketing Segmentation
Targeting
Positioning
+ Product Positioning
Products: Goods and Services
Brands
New Products
+ Positioning Via Price, Place, And Promotion
+ Pricing
Channels of Distribution and Business Marketing Networks and Logistics
Integrated Marketing Communications: The Advertising Message
Advertising Media and Integrated Marketing Communications
+ Positioning: Assessment Through The Customer Lens
Customer Evaluations
Marketing Research Tools
+ Capstone
Marketing Strategy
Marketing Plans

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