Gain an understanding of the vibrant, challenging environment facing marketers today as Iacobucci’s MARKETING MANAGEMENT, 6E presents an intriguing, guiding framework that clearly illustrates how core concepts fit together. This updated and complete overview of marketing management uses a captivating style and engaging presentation that you will actually enjoy reading. Learn how to make meaningful decisions and construct useful, practical marketing plans to help companies succeed. Revised chapters, updated explanations, new mini-cases and the latest examples depict global marketing, ethics and social media marketing in action. This edition emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions. Leading cases from Harvard, Darden and Ivey further reinforce the relevance of what you are learning.
- "Anatomy of..." Visual Frameworks
Each chapter includes detailed graphics that break down complex marketing management principles, aiding students in understanding the composition and interrelationships of key concepts.
- Comprehensive Instructor Resources
The edition offers a robust supplement package, including PowerPoint slides, an instructor’s manual, and an extensive test bank
- Structured Content Across 17 Chapters
The book covers all core marketing management topics in 17 succinct chapters, providing advanced students with a solid foundation in the field.
- Integration of Premier Business Cases
In collaboration with Harvard Business Publishing, Darden, and Ivey, the edition includes customizable, best-selling business cases that align seamlessly with the chapters, offering practical insights and applications.
- Clarity in Concept Explanation and Application
Each chapter is meticulously crafted to define marketing concepts clearly, explain their significance, and demonstrate their practical applications, enhancing student comprehension and engagement.
- Emphasis on Current Trends and Ethical Considerations
The content is updated to reflect the latest developments in marketing, including ethical topics, global marketing applicability, and the impact of social media, ensuring relevance in today's dynamic environment.
- Engaging Mini-Cases for Discussion
Chapters conclude with mini-cases designed to pique student interest and stimulate meaningful class discussions, providing critical content without overwhelming readers.
Part 1 Marketing Strategy
1 Why is Marketing Management Important?
2 Customer Behavior
3 Segmentation
4 Targeting
5 Positioning
Part 2 Product Positioning
6 Products: Goods and Services
7 Brands
8 New Products and Innovation
Part 3 Positioning via Price, Place, and Promotion
9 Pricing
10 Channels of Distribution
11 Advertising Messages and Marketing Communications
12 Integrated Marketing Communications and Media Choices
13 Social Media
Part 4 Positioning: Assessment through the Customer Lens
14 Customer Satisfaction and Customer Relationships
15 Marketing Research Tools
Part 5 Capstone
16 Marketing Strategy
17 Marketing Plans
Dawn Iacobucci
Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007.
