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Test Bank for Marketing Management 1st Edition by Iacobucci

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Test Bank for Marketing Management 1st Edition by Iacobucci

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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. MARKETING MANAGEMENT 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.

Test Bank for Marketing Management 1st Edition by Iacobucci

Test Bank for Marketing Management 1st Edition by Iacobucci

Table of Content:

Part 1: Marketing Management
Ch 1: Why Is Marketing Management Important?
Ch 2: Customer Behavior
Ch 3: Segmentation
Ch 4: Targeting
Ch 5: Positioning

Part 2: Product Positioning
Ch 6: Products: Goods and Services
Ch 7: Brands
Ch 8: New Products

Part 3: Positioning via Price, Place, and Promotion
Ch 9: Pricing
Ch 10: Channels of Distribution and Logistics
Ch 11: Integrated Marketing Communications: The Advertising Message
Ch 12: Integrated Marketing Communications: Media Choices
Ch 13: Social Media13-1: What Are Social Media?

Part 4: Positioning: Assessment Through the Customer Lens
Ch 14: Customer Relationships
Ch 15: Marketing Research Tools

Part 5: Capstone
Ch 16: Marketing Strategy
Ch 17: Marketing Plans

Product details:

Language: English
ISBN-10: 1285429958
ISBN-13: 978-1285429953
ISBN-13: 9781285429953

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