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. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success.
Author: Dawn Iacobucci
Publisher: Cengage
Publish Date: 2021-08-02
Edition: 6
ISBN: 0357635086
ISBN 13: 9780357635087
Dimension: Length: 8 inches, Width: 0.75 inches, Height: 9.75 inches
Weight: Weight: 1.45064168396 pounds
Binding: Paperback
Pages: 336
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. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success.
Author: Dawn Iacobucci
Publisher: Cengage
Publish Date: 2021-08-02
Edition: 6
ISBN: 0357635086
ISBN 13: 9780357635087
Dimension: Length: 8 inches, Width: 0.75 inches, Height: 9.75 inches
Weight: Weight: 1.45064168396 pounds
Binding: Paperback
Pages: 336