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Mm4 (with Coursemate, 1 Term (6 Months) with Career Transitions 2.0 Printed Access Card) de Dawn Iacobucci

Mm4 (with Coursemate, 1 Term (6 Months) with Career Transitions 2.0 Printed Access Card): New, Engaging Titles from 4ltr Press

Autor Dawn Iacobucci
en Limba Engleză Paperback – 31 dec 2012
Employs an integrated marketing management framework using new and proven learning features to key concepts, and useful exhibits and graphics further describe key principles. This title incorporates the statistics and new coverage that highlights the importance of social media and the impact of consumer behavior on successful marketing management.
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Specificații

ISBN-13: 9781133629382
ISBN-10: 1133629385
Pagini: 256
Dimensiuni: 213 x 272 x 13 mm
Greutate: 0.59 kg
Ediția:Revised
Editura: South Western Educational Publishing
Seria New, Engaging Titles from 4ltr Press

Cuprins

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.

Recenzii

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.

Notă biografică

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. Previously, she was the Senior Associate Dean for Owen (2008-2010) and Professor of Marketing at Kellogg (Northwestern, 1987-2004), University of Arizona (2001-2002), and Wharton (University of Pennsylvania, 2004-2007). She received her MS in Statistics and 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. Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA students and undergraduates and multivariate statistics and methodological topics in PhD seminars. Dr. Iacobucci served as editor of the Journal of Consumer Research and the Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, and Kellogg on Integrated Marketing. She is author of Marketing Management (Thomson) and Mediation Analysis (Sage) and coauthor on Churchill's lead text on Marketing Research (Thomson). She has taught internationally and has consulted for companies such as AT&T, Yamaha, and Hewlett-Packard.