Marketing Management

by Dawn Iacobucci

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 offers 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 and prepare you to apply the latest marketing management principles for business success.Important Media content referenced within the product description or the product text may not be available in the ebook version.

336 pages, Kindle Edition

Published July 19, 2021

Reviews

[Courtney Coomes · Rating 1 out of 5]

I usually do not review textbooks on Goodreads, but this textbook is by far the worst textbook I've ever been forced to read. I had no opinion on Marketing before taking a course at NKU that required this textbook, and now I actively hate Marketing. I have never been more excited for a class to end in my entire life. I am sorry to anyone that has to read this for MKT 605 at NKU. Negative stars.

[Alyssa · Rating 1 out of 5]

I'm an accounting girlie, not a marketing girlie.
But really, all this textbook did was solidify my rage about my ex-roommate in college who got a 4.0 with a marketing degree who shit on my 3.33 GPA with my actuarial science degree. There isn't gray area to argue for an 'opinion' in statistics.
Marketing is how to sell shit to people, no matter which way you chop it, that is what it is. The can-be deceptive tactics are laid out all right here. On which emotions to appeal to. It's manipulative. Sorry, but there's no way around it. This book also tries to make it seem like marketers should be the all important decision maker in a company - and while I'm not doubting that they can bring insights, they absolutely should not be making decisions like pricing. The very basic 'finances' part that is discussed in here is laughable. As if the only costs to consider are the COGS. WILD. There were also at times when the text is written so juvenile and condescending - yeah, I'm in grad school, I do understand basic concepts 🥺 but thanks for spelling it all the way out for me. Then there would be some pretty big logical leaps the author would make with zero explanation of how they arrived at that conclusion. Thank God I'm done with this.

[mikey k · Rating 2 out of 5]

The quizzes in this book and the “correct” answers often did not reflect the material, in some cases contradicted the material

[Michael Melnik · Rating 3 out of 5]

Clearly written, but almost too juvenile. I am not kidding when I say the text ends with an Emoji/emoticon. Probably better suited to high school or undergrad than a graduate level textbook.