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This is completed downloadable of Test Bank for Marketing Management 1st Edition by Dawn Iacobucci

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Product Descriptions:

Dawn Iacobucci’s MARKETING MANAGEMENT provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. Paired with cases, group work, and/or simulations, instructors have the ability to create a dynamic and engaging course. MARKETING MANAGEMENT reflects the dynamic environment facing today’s marketers, helping them understand how an increasingly competitive global marketplace and the changes in technology affect the marketing decisions that managers must make.

Table of Content:

Part 1: Marketing Management

Ch 1: Why Is Marketing Management Important?

Ch 2: Customer Behavior

Ch 3: Segmentation

Ch 4: Targeting

Ch 5: Positioning

Part 2: Product Positioning

Ch 6: Products: Goods and Services

Ch 7: Brands

Ch 8: New Products

Part 3: Positioning via Price, Place, and Promotion

Ch 9: Pricing

Ch 10: Channels of Distribution and Logistics

Ch 11: Integrated Marketing Communications: The Advertising Message

Ch 12: Integrated Marketing Communications: Media Choices

Ch 13: Social Media13-1: What Are Social Media?

Part 4: Positioning: Assessment Through the Customer Lens

Ch 14: Customer Relationships

Ch 15: Marketing Research Tools

Part 5: Capstone

Ch 16: Marketing Strategy

Ch 17: Marketing Plans

Product details:

Language: English

ISBN-10: 1285429958

ISBN-13: 978-1285429953

ISBN-13: 9781285429953

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