EAN: 9780357635087

MARKETING MANAGEMENT - DAWN IACOBUCCI KARTONIER...

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 of marketing
management uses 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. MindTap digital resources offer
interactive content that connects the latest marketing management principles to business
success.

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