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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, Student Edition is an effective new approach to teaching and learning Marketing Management.
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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

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…    

+ 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