Dawn Iacobucci's Marketing Management provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. Paired with cases, group work, and/or simulations, instructors have the ability to create a dynamic and engaging course. This book reflects the dynamic environment facing today's marketers, helping them understand how an increasingly competitive global marketplace and the changes in technology affect the marketing decisions that managers must make.
Key Features
- "Anatomy of . . . Feature" assists student understanding of specific marketing management principles. This innovative learning feature explains the composition of key marketing management topics using detailed graphics to ensure that students comprehend each critical area within marketing management.
- Content and resources provide a supplement package that is second to none. This edition provides all of the content and resources you expect with a supplement package, including PowerPoint® slides, an Instructor's Manual, and a Test Bank powered by Cognero.
- Traditional concepts provide solid foundation in marketing management. Concise, yet thorough, this book covers all core marketing management topics in 17 succinct chapters to equip students with a solid foundation in marketing management.
- Harvard cases offer the best in leading business examples and practice. The author has partnered with Harvard Business Publishing, Darden and Ivey, to provide a complete set of teaching and learning materials that focus on cases that can be customized into the textbook.
Contents
Part I: MARKETING STRATEGY.
- 1. Why Is Marketing Management Important?
- 2. Customer Behavior.
- 3. Segmentation.
- 4. Targeting.
- 5. Positioning.
Part II: PRODUCT POSITIONING.
- 6. Goods and Services.
- 7. Brands.
- 8. New Products.
Part III: POSITIONING VIA PRICE, PLACE, PROMOTION.
- 9. Pricing.
- 10. Channels of Distribution and Logistics.
- 11. Advertising Messages and Marketing Communications.
- 12. Integrated Marketing Communications and Media Choices.
- 13. Social Media.
Part IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS.
- 14. Customer Satisfaction and Customer Relationships.
- 15. Marketing Research Tools.
Part V: CAPSTONE.
- 16. Marketing Strategy.
- 17. Marketing Plans.
About the Authors
- Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. Previously, she was the Senior Associate Dean for Owen (2008–2010) and Professor of Marketing at Kellogg (Northwestern, 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. Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA students and undergraduates and multivariate statistics and methodological topics in PhD seminars. Dr. Iacobucci served as editor of the Journal of Consumer Research and the Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, and Kellogg on Integrated Marketing. She is author of Marketing Management (Cengage) and Mediation Analysis (Sage) and coauthor on Gilbert Churchill's lead text on Marketing Research (Cengage). She has taught internationally and has consulted for companies such as AT&T, Yamaha, and Hewlett-Packard.
Book Details
- Paperback: 352 pages
- Publisher: Cengage Learning; 1 edition (© 2015 | Published)
- Language: English
- ISBN-10: 1285429958
- ISBN-13: 978-1285429953
- Product Dimensions: 0.5 x 8 x 10 inches
- List Price: $ 168.95