Iacobucci, Dawn,
Marketing management / Dawn Iacobucci. - Second edition ; Philippine edition. - Pasig City, Philippines : Cengage Learning, c2012. - xi, 243 pages : illustrations (black and white) ; 25 cm.
Includes index.
Contents: Marketing strategy -- Chapter 1 What is marketing -- Chapter 2 Marketing segmentation -- Chapter 3 Targeting -- Chapter 4 Positioning -- Product positioning -- Chapter 5 Products goods and service -- Chapter 6 Brands -- Chapter 7 New products -- Positioning via price, place, and promotion -- Chapter 8 Pricing -- Chapter 9 Channels of distribution and business marketing networks and logistics -- Chapter 10 Integrated marketing communications: The advertising message -- Chapter 11 Advertising medi and integrated marketing communicaitons -- Positioning: Assessment through the customer lens --Chapter 12 Customer evaluations -- Chapter 13 Marketing research tools -- Capstone -- Chapter 14 Marketing strategy -- Chapter 15 Marketing plans.
Adult
Text in English
9789814416351 [newsprint]
Marketing --Management.
Consumer behavior.
Market environment.
Internet marketing.
Market surveys.
Marketing management / Dawn Iacobucci. - Second edition ; Philippine edition. - Pasig City, Philippines : Cengage Learning, c2012. - xi, 243 pages : illustrations (black and white) ; 25 cm.
Includes index.
Contents: Marketing strategy -- Chapter 1 What is marketing -- Chapter 2 Marketing segmentation -- Chapter 3 Targeting -- Chapter 4 Positioning -- Product positioning -- Chapter 5 Products goods and service -- Chapter 6 Brands -- Chapter 7 New products -- Positioning via price, place, and promotion -- Chapter 8 Pricing -- Chapter 9 Channels of distribution and business marketing networks and logistics -- Chapter 10 Integrated marketing communications: The advertising message -- Chapter 11 Advertising medi and integrated marketing communicaitons -- Positioning: Assessment through the customer lens --Chapter 12 Customer evaluations -- Chapter 13 Marketing research tools -- Capstone -- Chapter 14 Marketing strategy -- Chapter 15 Marketing plans.
Adult
Text in English
9789814416351 [newsprint]
Marketing --Management.
Consumer behavior.
Market environment.
Internet marketing.
Market surveys.