MM, Marketing Management
An Innovated Approach to Teaching & Learning Marketing Management. Student Tested, Faculty Approved. Plus: Answer Marketing Management questions with Online Analytical Tools
(Sprache: Englisch)
Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student...
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Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student Edition is an effective new approach to teaching and learning Marketing Management.
Inhaltsverzeichnis zu „MM, Marketing Management “
Part I MARKETING STRATEGY. 1. What is Marketing? 2. Marketing Segmentation. 3. Targeting. 4. Positioning. Part II PRODUCT POSITIONING. 5. Products: Goods and Services. 6. Brands. 7. New Products. Part III POSITIONING VIA PRICE, PLACE, AND PROMOTION. 8. Pricing. 9. Channels of Distribution and Business Marketing Networks and Logistics. 10. Integrated Marketing Communications: The Advertising Message. 11. Advertising Media and Integrated Marketing Communications. Part IV POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 12. Customer Evaluations. 13. Marketing Research Tools. Part V CAPSTONE. 14. Marketing Strategy. 15. Marketing Plans.
Autoren-Porträt von Dawn Iacobucci
Dawn Iacobucci is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University.
Bibliographische Angaben
- Autor: Dawn Iacobucci
- 2009, Student Ed., 288 Seiten, Kartoniert (TB), Englisch
- Verlag: South Western College
- ISBN-10: 0324784430
- ISBN-13: 9780324784435
Sprache:
Englisch
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