Marketing Management
| By: | Dawn Iacobucci |
| Publisher: | Cengage Learning US |
| Print ISBN: | 9780357635087 |
| eText ISBN: | 9798214348407 |
| Edition: | 6 |
| Copyright: | 2022 |
| Format: | Reflowable |
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Guide students in mastering the core concepts behind marketing management in today's dynamic, challenging environment with Iacobucci’s MARKETING MANAGEMENT, 6E. This edition provides a complete overview with details ideal for upper-level undergraduate, M.B.A. or E.M.B.A. students. 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 -- all presented within a captivating text that students will actually want to read. Leading cases from Harvard, Darden and Ivey further reinforce the book's relevance. Pair this with cases, group work or simulations for an engaging upper-level course.