MM (with Marketing CourseMate with eBook Printed Access Card)

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9780538481342: MM (with Marketing CourseMate with eBook Printed Access Card)
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MM, Second Edition provides the core concepts and applications of contemporary marketing management. This concise, engaging, and accessible solution accommodates the diverse lifestyles of today's learners by providing a full suite of proven learning tools, including chapter-by-chapter study cards, interactive quizzes, multimedia resources, and more, all in a convenient package at a value-based price. Cengage Learning's Marketing Management CourseMate for MM 2e brings course concepts to life with interactive learning, study and exam preparation tools that support the printed textbook.

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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.

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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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