MM (with Bind-In Printed Access Card) / Edition 2

MM (with Bind-In Printed Access Card) / Edition 2

by Dawn Iacobucci
     
 


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… See more details below

Overview


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.

Product Details

ISBN-13:
9780538481342
Publisher:
Cengage Learning
Publication date:
02/01/2011
Edition description:
Older Edition
Pages:
256
Product dimensions:
8.50(w) x 10.70(h) x 0.50(d)

Table of Contents


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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >