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

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

by Dawn Iacobucci
 

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ISBN-10: 113319060X

ISBN-13: 9781133190608

Pub. Date: 02/17/2012

Publisher: Cengage Learning

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

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.

Product Details

ISBN-13:
9781133190608
Publisher:
Cengage Learning
Publication date:
02/17/2012
Series:
Engaging 4LTR Press Titles in Marketing Series
Edition description:
Older Edition
Pages:
256
Product dimensions:
8.50(w) x 10.80(h) x 0.50(d)

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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