Marketing Management

by Dawn Iacobucci

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.

Genres: Business, Textbooks, Nonfiction

335 pages, Paperback

First published April 3, 2009

Reviews

[muhammedallia]

Marketing can be a fascinating subject, especially if you're interested in the human psyche and how it relates to business decisions. This textbook had a good blend of different types of businesses and how they can benefit from good marketing and branding. A little introduction on the science behind decent surveys, how to accurately price products and what kinds of decisions get made and how.

[Gigi]

Very clear and to the point.

[Lifu Tao]

Concise and to the point. Great examples and informative graphics. Could not have asked for more

[Lucky Jones]

How to read this book

[Sarah]

I typically sell all of my textbooks soon after I read them, but this one may be a keeper for future reference!