MM (with Marketing CourseMate with eBook Printed Access Card) / Edition 3

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Overview

Created by the continuous feedback of a "student-tested, faculty-approved" process, MM, 3E delivers a visually appealing, succinct print approach with tear-out reference cards for students and instructors, and online CourseMate study tools and interactive eBook. The MM, 3E book and learning resources are all offered at a value-based price with a unique approach that's proven to increase retention and strengthen learning outcomes. MM, 3E provides a concise presentation of the core concepts and applications of contemporary marketing management with new coverage of the importance of social media as well as the impact of consumer behavior on successful marketing management.

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Editorial Reviews

From the Publisher
"I am a big promoter of 4LTRPress books. Having a textbook that the students don't dread to read is half the battle."

"I have used MM for four graduate level Marketing courses. The amount of information included fits well into an eight-session accelerated course. I and the students love the magazine format. I also really like the fact that the concepts are not "dumbed down", but are dealt with in a brief, direct manner. The mini-cases and very current examples are very welcome. The students also like the reduced price."

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Product Details

  • ISBN-13: 9781133190608
  • Publisher: Cengage Learning
  • Publication date: 2/17/2012
  • Series: Engaging 4LTR Press Titles in Marketing Series
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 256
  • Sales rank: 1,183,165
  • Product dimensions: 8.50 (w) x 10.80 (h) x 0.50 (d)

Meet the Author

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.

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Table of 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.

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