Marketing Management
- ISBN-10
- 0357635205
- ISBN-13
- 9780357635209
- Series
- Marketing Management
- Category
- Business & Economics
- Pages
- 336
- Language
- English
- Published
- 2021-07-19
- Publisher
- Cengage Learning
- Author
- Dawn Iacobucci
Description
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 Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
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