Created through a "student-tested, faculty-approved" review process with students and faculty, MM4 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.
MM4 employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as new coverage that highlights the importance of social media and the impact of consumer behavior on successful marketing management. A complete set of accompanying cases align best-selling business cases from leading case providers, such Harvard Business School Publishing, with specific MM4 chapters. Trust the uniqueMM4 comprehensive content and complete resources to help students better understanding and apply marketing management for business success.
New to this Edition
About the Author
- NEW MARKETING MANAGEMENT CONTENT REMAINS RELEVANT TO TODAY'S TIMES. Open any page of MM4 and you and your students will find the most current marketing management statistics with engaging contemporary examples that keep content applicable to today's current business challenges and meaningful to life today.
- NEW INSTRUCTOR PREP CARDS MAKE TRANSITION TO THIS EDITION EASY. Individual detachable Prep Cards for each chapter, conveniently located in the back of the Instructor's Edition, outline specific content updates and changes from MM3 to help make the transition to MM4 as seamless as possible. You'll also find time-saving, convenient chapter outlines, discussion questions, video teaching notes, and more to help you plan and deliver your course efficiently.
Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has been Senior Associate Dean at Vanderbilt (2008–2010) and Professor of Marketing at Kellogg (Northwestern University, 1987–2004), University of Arizona (2001–2002), and Wharton (University of Pennsylvania, 2004–2007). Dr. Iacobucci received her MS in statistics, her 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.
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.
Series: New, Engaging Titles from 4ltr Press
Tertiary; University or College
Number Of Pages: 352
Published: 15th February 2013
Publisher: Cengage Learning, Inc
Country of Publication: US
Dimensions (cm): 26.67 x 21.59
Weight (kg): 0.59
Edition Number: 6
Edition Type: Revised