Higher Education

Marketing Management, 1st Edition

  • Dawn Iacobucci Vanderbilt University
  • ISBN-10: 1285429958  |  ISBN-13: 9781285429953
  • 352 Pages
  • © 2015 | Published
  • College Bookstore Wholesale Price = $148.50
  • Newer Edition Available
  *Why an online review copy?
  • It's the greener, leaner way to review! An online copy cuts down on paper and on time. Reduce the wait (and the weight) of printed texts. Your online copy arrives instantly, and you can review it anytime from your computer or favorite mobile device.

If you prefer a print copy to review, please contact your representative.



Dawn Iacobucci's MARKETING MANAGEMENT provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. Paired with cases, group work, and/or simulations, instructors have the ability to create a dynamic and engaging course. MARKETING MANAGEMENT reflects the dynamic environment facing today's marketers, helping them understand how an increasingly competitive global marketplace and the changes in technology affect the marketing decisions that managers must make.

Features and Benefits

  • "ANATOMY OF . . . FEATURE" ASSISTS STUDENT UNDERSTANDING OF SPECIFIC MARKETING MANAGEMENT PRINCIPLES. This innovative learning feature explains the composition of key marketing management topics using detailed graphics to ensure that students comprehend each critical area within marketing management.
  • CONTENT AND RESOURCES PROVIDE A SUPPLEMENT PACKAGE THAT IS SECOND TO NONE. This edition provides all of the content and resources you expect with a supplement package, including PowerPoint® slides, an Instructor's Manual, and a Test Bank powered by Cognero.
  • TRADITIONAL CONCEPTS PROVIDE SOLID FOUNDATION IN MARKETING MANAGEMENT. Concise, yet thorough, MARKETING MANAGEMENT, 1E covers all core marketing management topics in 17 succinct chapters to equip students with a solid foundation in marketing management.
  • HARVARD CASES OFFER THE BEST IN LEADING BUSINESS EXAMPLES AND PRACTICE. The author has partnered with Harvard Business Publishing, Darden and Ivey, to provide a complete set of teaching and learning materials that focus on cases that can be customized into the textbook. These best-selling business cases from leading case providers, such as Harvard Business School Publishing, align at the chapter level to Iacobucci's MARKETING MANAGEMENT, 1E.

Table of Contents

1. Why Is Marketing Management Important?
2. Customer Behavior.
3. Segmentation.
4. Targeting.
5. Positioning.
6. Goods and Services.
7. Brands.
8. New Products.
9. Pricing.
10. Channels of Distribution and Logistics.
11. Advertising Messages and Marketing Communications.
12. Integrated Marketing Communications and Media Choices.
13. Social Media.
14. Customer Satisfaction and Customer Relationships.
15. Marketing Research Tools.
16. Marketing Strategy.
17. Marketing Plans.

Meet the Author

Author Bio

Dawn Iacobucci

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has been Senior Associate Dean at Vanderbilt (2008–2010) and Professor of Marketing at Kellogg (Northwestern University, 1987–2004), University of Arizona (2001–2002), and Wharton (University of Pennsylvania, 2004–2007). Dr. Iacobucci received her MS in statistics, her MA and PhD in quantitative psychology from the University of Illinois at Urbana-Champaign, and her MTS from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, and multivariate and methodological research questions. She has published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.