Marketing Management

by Dawn Iacobucci

Now you can master the core concepts in marketing management that you need as a undergraduate marketing major, first-year MBA or EMBA student with the detailed material in Iacobucci's MARKETING MANAGEMENT, 5E. You are able to immediately apply the key concepts you learn to cases, group work, or simulations that are assigned in your course. MARKETING MANAGEMENT, 5E reflects the dynamic environment facing today's marketers. Engaging explanations, timely cases and memorable examples help you understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today's managers must make every day.

Genres: Business, Textbooks, Nonfiction

352 pages, Paperback

First published April 3, 2009

Reviews

[muhammedallia · Rating 4 out of 5]

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 · Rating 5 out of 5]

Very clear and to the point.

[Lifu Tao · Rating 5 out of 5]

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

[Lucky Jones · Rating 5 out of 5]

How to read this book

[Sarah · Rating 5 out of 5]

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