| Description |
xii, 324 pages : color illustrations ; 26 cm |
| Contents |
Part 1: Marketing Strategy; Chapter 1: Why Is Marketing Management Important; 1-1 Defining Marketing; 1-2 Marketing Is an Exchange Relationship; 1-2a Marketing is Everywhere; 1-3 Why Is Marketing Management Important; 1-3a Marketing and Customer Satisfaction is Everyone's Responsibility; 1-4 The "Marketing Framework": 5Cs, STP, and the 4Ps; 1-4a Book Layout; 1-4b Learning from the Marketing Framework; 1-4c The Flow in Each Chapter: What? Why? How?; Chapter 2: Customer Behavior; 2-1 Three Phases of the Purchase Process; 2-2 Different Kinds of Purchases2-3 The Marketing Science of Customer Behavior; 2-3a Sensation and Perception; 2-3b Learning, Memory, and Emotions; 2-3c Motivation; 2-3d Attitudes and Decision Making; 2-3e How Do Cultural Differences Affect Consumers' Behavior?; Chapter 3: Segmentation; 3-1 Why Segment?; 3-2 What Are Market Segments?; 3-3 What Information Serves as Bases for Segmentation?; 3-3a Demographic; 3-3b Geographic; 3-3c Psychological; 3-3d Behavioral; 3-3e B2B; 3-3f Concept in Action: Segmentation Variables; 3-4 How Do Marketers Segment the Market; 3-4a How to Evaluate the Segmentation SchemeChapter 4: Targeting; 4-1 What Is Targeting and Why Do Marketers Do It?; 4-2 How Do We Choose a Segment to Target; 4-2a Profitability and Strategic Fit; 4-2b Competitive Comparisons; 4-3 Sizing Markets; 4-3a Concept in Action: How Much of My Consultative Advice Can I Sell; Chapter 5: Positioning; 5-1 What Is Positioning and Why Is It Probably the Most Important Aspect of Marketing; 5-1a Positioning via Perceptual Maps; 5-1b The Positioning Matrix; 5-2 Writing a Positioning Statement; Part 2: Product Positioning; Chapter 6: Products: Goods and Services6-1 What Do We mean by Product?; 6-1a The Product in the Marketing Exchange; 6-2 How Are Goods Different from Services?; 6-2a Intangibility; 6-2b Search, Experience, Credence; 6-2c Perishability; 6-2d Variability; 6-2e To Infinity and Beyond Goods and Services; 6-3 What Is the Firm's Core Market Offering?; 6-3a Dynamic Strategies; 6-3b Product Lines: Breadth and Depth; Chapter 7: Brands; 7-1 What Is a Brand?; 7-1a Brand Name; 7-1b Logos and Color; 7-2 Why Brand?; 7-3 What Are Brand Associations?; 7-3a Brand Personalities; 7-3b Brand Communities; 7-4 What Are Branding Strategies?7-4a Umbrella Brands vs. House of Brands; 7-4b Brand-Extensions and Co-Branding; 7-4c How are Brands Best Rolled Out Globally?; 7-4d Store Brands; 7-5 How Is Brand Equity Determined?; Chapter 8: New Products and Innovation; 8-1 Why Are New Products Important?; 8-2 How Does Marketing Develop New Products for Their Customers?; 8-2a Philosophies of Product Development; 8-2b Marketing; 8-2c Idea Creation and Market Potential; 8-2d Concept Testing and Design & Development; 8-2e Beta-Testing; 8-2f Launch; 8-3 What Is the Product Life Cycle?; 8-3a Diffusion of Innovation |
| Summary |
Provide a complete overview and the detailed material that your upper level undergraduate, first-year MBA and EMBA courses where students need to master core concepts in marketing management with Dawn Iacobucci’s MARKETING MANAGEMENT, 5E. Simply pair this proven book with cases, group work, and/or simulations to create a dynamic and engaging upper-level course. MARKETING MANAGEMENT, 5E reflects the vibrant and challenging environment facing today’s marketers. Engaging explanations, timely cases and memorable examples help readers understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today’s managers must make. |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
| LC no. |
2016943749 |
| ISBN |
1337271128 (paperback) |
|
9781337271127 (paperback) |
|
