MM (with Review Cards and Printed Access Card) / Edition 1

MM (with Review Cards and Printed Access Card) / Edition 1

by Dawn Iacobucci
     
 

ISBN-10: 0324784430

ISBN-13: 9780324784435

Pub. Date: 04/07/2009

Publisher: Cengage Learning

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.

Overview

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.

Product Details

ISBN-13:
9780324784435
Publisher:
Cengage Learning
Publication date:
04/07/2009
Series:
Available Titles CourseMate Series
Edition description:
Older Edition
Pages:
256
Product dimensions:
8.50(w) x 10.80(h) x 0.60(d)

Table of Contents

Part I - MARKETING STRATEGY. 1. What is Marketing? 2. Marketing Segmentation. 3. Targeting. 4. Positioning. Part II - PRODUCT POSITIONING. 5. Products: Goods and Services. 6. Brands. 7. New Products. Part III - POSITIONING VIA PRICE, PLACE, AND PROMOTION. 8. Pricing. 9. Channels of Distribution and Business Marketing Networks and Logistics. 10. Integrated Marketing Communications: The Advertising Message. 11. Advertising Media and Integrated Marketing Communications. Part IV - POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 12. Customer Evaluations. 13. Marketing Research Tools. Part V - CAPSTONE. 14. Marketing Strategy. 15. Marketing Plans.

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