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ISBN-10: 053848134X

ISBN-13: 9780538481342

Edition: 2nd 2012

Authors: Dawn Iacobucci

List price: $79.95
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Book details

List price: $79.95
Edition: 2nd
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 2/1/2011
Binding: Paperback
Pages: 256
Size: 8.50" wide x 10.50" long x 0.50" tall
Weight: 1.496
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
Why is Marketing Management Important?
Segmentation
Targeting
Positioning
Product Positioning
Goods And Services
Brands
"New and Improved": How Companies Introduce New Products, and Brand and Line Extensions
Positioning Via Price, Place, Promotion
Pricing
Channels of Distribution and Business Marketing Networks and Logistics
Advertising Messages and Marketing Communications
Advertising Media and Integrated Marketing Communications
Positioning: Assessment Through the Customer Lens
Customer Satisfaction and Customer Relationships
Marketing Research Tools
Capstone
Marketing Strategy
Marketing Plans