Marketing management /
lacobucci, Dawn
Marketing management / Dawn Iacobucci. - Sixth edition. Philippine edition. - Taguig City, Philippines : Cengage Learning Asia Pte Ltd (Philippine Branch), c2023. - xiii, 333 pages : illustrations ; 26 cm.
"Philippine edition"--Front cover "Printed in the Philippines"--Copyright page Includes index.
Part 1. Marketing strategy -- Why is marketing management important -- Customer behavior -- Segmentation -- Targeting -- Positioning -- Part 2. Product positioning -- Products: goods and services -- Brands -- New products and innovation -- Part 3. Positioning via price, place, and promotion -- Pricing -- Channels of distribution -- Advertising messages and marketing communications -- Integrated marketing communications and media choices -- Social media -- Part 4. Positioning: assessment through the customer lens -- Customer satisfaction and customer relationships -- Marketing research tools -- Part 5. Capstone -- Marketing strategy -- Marketing plans.
9789815097290 (pbk)
Marketing--Management
HF5415.13 / Ia1 2023
Marketing management / Dawn Iacobucci. - Sixth edition. Philippine edition. - Taguig City, Philippines : Cengage Learning Asia Pte Ltd (Philippine Branch), c2023. - xiii, 333 pages : illustrations ; 26 cm.
"Philippine edition"--Front cover "Printed in the Philippines"--Copyright page Includes index.
Part 1. Marketing strategy -- Why is marketing management important -- Customer behavior -- Segmentation -- Targeting -- Positioning -- Part 2. Product positioning -- Products: goods and services -- Brands -- New products and innovation -- Part 3. Positioning via price, place, and promotion -- Pricing -- Channels of distribution -- Advertising messages and marketing communications -- Integrated marketing communications and media choices -- Social media -- Part 4. Positioning: assessment through the customer lens -- Customer satisfaction and customer relationships -- Marketing research tools -- Part 5. Capstone -- Marketing strategy -- Marketing plans.
9789815097290 (pbk)
Marketing--Management
HF5415.13 / Ia1 2023