MM (with Review Cards and Printed Access Card) (Available Titles CourseMate)

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9780324784435: MM (with Review Cards and Printed Access Card) (Available Titles CourseMate)

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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About the Author:

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University (since 2007). She has been Senior Associate Dean at Vanderbilt (2008-2010) and Professor of Marketing at Kellogg (Northwestern University, 1987-2004), University of Arizona (2001-2002), and Wharton (University of Pennsylvania, 2004-2007). She received her MS in statistics, and MA and PhD in quantitative psychology from the University of Illinois at Urbana-Champaign and her MTS from Garrett Theological Seminary. Dr. Iacobucci's research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, and multivariate and methodological research questions. She has published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.

Review:

PART I: MARKETING STRATEGY. 1. Why is Marketing Management Important? 2. Segmentation. 3. Targeting. 4. Positioning. PART II: PRODUCT POSITIONING. 5. Goods and Services. 6. Brands. 7. "New and Improved": How Companies Introduce New Products, and Brand and Line Extensions. PART III: POSITIONING VIA PRICE, PLACE, PROMOTION. 8. Pricing. 9. Channels of Distribution and Business Marketing Networks and Logistics. 10. Advertising Messages and Marketing Communications. 11. Advertising Media and Integrated Marketing Communications. PART IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 12. Customer Satisfaction and Customer Relationships. 13. Marketing Research Tools. PART V: CAPSTONE. 14. Marketing Strategy. 15. Marketing Plans.

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