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MM 3
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Table of Contents

PART I: MARKETING STRATEGY. 1. Why is Marketing Management Important? 2. Customer Behavior. 3. Segmentation. 4. Targeting. 5. Positioning. PART II: PRODUCT POSITIONING. 6. Goods and Services. 7. Brands. 8. New Products. PART III: POSITIONING VIA PRICE, PLACE, PROMOTION. 9. Pricing. 10. Channels of Distribution and Logistics. 11. Advertising Messages and Marketing Communications. 12. Integrated Marketing Communications and Media Choices. 13. Social Media. PART IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 14. Customer Satisfaction and Customer Relationships. 15. Marketing Research Tools. PART V: CAPSTONE. 16. Marketing Strategy. 17. Marketing Plans.

About the Author

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.

Reviews

"I have used MM for four graduate level Marketing courses. The amount of information included fits well into an eight-session accelerated course. I and the students love the magazine format. I also really like the fact that the concepts are not "dumbed down", but are dealt with in a brief, direct manner. The mini-cases and very current examples are very welcome. The students also like the reduced price."
"I am a big promoter of 4LTRPress books. Having a textbook that the students don't dread to read is half the battle."

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