Marketing Management 5th Edition by Dawn Iacobucc ISBN 1337271128 ‎ 978-1337271127

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ISBN 10: 1337271128 ‎
ISBN 13: ‎ 978-1337271127
Author: Dawn Iacobucc

Now you can master the core concepts in marketing management that you need as a undergraduate marketing major, first-year MBA or EMBA student with the detailed material in Iacobucci’s MARKETING MANAGEMENT, 5E. You are able to immediately apply the key concepts you learn to cases, group work, or simulations that are assigned in your course. MARKETING MANAGEMENT, 5E reflects the dynamic environment facing today’s marketers. Engaging explanations, timely cases and memorable examples help you understand how an increasingly competitive global marketplace and current changes in technology affect the marketing decisions that today’s managers must make every day.

Marketing Management 5th Table of contents:

Part 1. Marketing Strategy

Chapter 1. Why is Marketing Management Important?

1-1. Defining Marketing

1-2. Marketing is an Exchange Relationship

1-2a. Marketing is Everywhere

1-3. Why is Marketing Management Important?

1-3a. Marketing and Customer Satisfaction is Everyone’s Responsibility

1-4. The “Marketing Framework”: 5Cs, STP, and the 4Ps

1-4a. Book Layout

1-4b. Learning from the Marketing Framework

1-4c. The Flow in Each Chapter: What? Why? How?

Managerial Recap

Mini-Case. How to Design an Attractive Wearable

Chapter 2. Customer Behavior

2-1. Three Phases of the Purchase Process

2-2. Different Kinds of Purchases

2-3. The Marketing Science of Customer Behavior

2-3a. Sensation and Perception

2-3b. Learning, Memory, and Emotions

2-3c. Motivation

2-3d. Attitudes and Decision Making

2-3e. How Do Cultural Differences Affect Consumers’ Behavior?

Managerial Recap

Mini-Case. Insight into Consumer Decision Making for 3-D TV

Chapter 3. Segmentation

3-1. Why Segment?

3-2. What are Market Segments?

3-3. What Information Serves as Bases for Segmentation?

3-3a. Demographic

3-3b. Geographic

3-3c. Psychological

3-3d. Behavioral

3-3e. B2B

3-3f. Concept in Action: Segmentation Variables

3-4. How do Marketers Segment the Market?

3-4a. How to Evaluate the Segmentation Scheme

Managerial Recap

Mini-Case. Health Care Tourism

Chapter 4. Targeting

4-1. What is Targeting and Why Do Marketers Do It?

4-2. How Do We Choose a Segment to Target?

4-2a. Profitability and Strategic Fit

4-2b. Competitive Comparisons

4-3. Sizing Markets

4-3a. Concept in Action: How Much of My Consultative Advice Can I Sell?

Managerial Recap

Mini-Case. GoodBite

Chapter 5. Positioning

5-1. What is Positioning and Why is it Probably the Most Important Aspect of Marketing?

5-1a. Positioning via Perceptual Maps

5-1b. The Positioning Matrix

5-2. Writing a Positioning Statement

Managerial Recap

Mini-Case. Positioning Fast Food

Part 2. Product Positioning

Chapter 6. Products: Goods and Services

6-1. What do we Mean by Product?

6-1a. The Product in the Marketing Exchange

6-2. How are Goods Different From Services?

6-2a. Intangibility

6-2b. Search, Experience, Credence

6-2c. Perishability

6-2d. Variability

6-2e. To Infinity and Beyond Goods and Services

6-3. What is the Firm’s Core Market Offering?

6-3a. Dynamic Strategies

6-3b. Product Lines: Breadth and Depth

Managerial Recap

Mini-Case. Volta Financial

Chapter 7. Brands

7-1. What is a Brand?

7-1a. Brand Name

7-1b. Logos and Color

7-2. Why Brand?

7-3. What are Brand Associations?

7-3a. Brand Personalities

7-3b. Brand Communities

7-4. What are Branding Strategies?

7-4a. Umbrella Brands vs. House of Brands

7-4b. Brand-Extensions and Co-Branding

7-4c. How are Brands Best Rolled Out Globally?

7-4d. Store Brands

7-5. How is Brand Equity Determined?

Managerial Recap

Mini-Case. 6MD

Chapter 8. New Products and Innovation

8-1. Why are New Products Important?

8-2. How Does Marketing Develop New Products for Their Customers?

8-2a. Philosophies of Product Development

8-2b. Marketing

8-2c. Idea Creation and Market Potential

8-2d. Concept Testing and Design & Development

8-2e. Beta-Testing

8-2f. Launch

8-3. What is the Product Life Cycle?

8-3a. Diffusion of Innovation

8-4. How do New Products and Brand Extensions Fit in Marketing Strategy?

8-4a. Strategic Thinking about Growth

8-5. What Trends Should I Watch?

Managerial Recap

Mini-Case. Wild Foods

Part 3. Positioning via Price, Place, and Promotion

Chapter 9. Pricing

9-1. Why is Pricing so Important?

9-2. Background: Supply and Demand

9-3. Low Prices

9-3a. Concept in Action: Break-Even for a Good

9-3b. Concept in Action: Break-Even for a Service

9-4. High Prices

9-4a. Using Scanner Data

9-4b. Using Survey Data

9-4c. Conjoint Analysis

9-5. Units or Revenue; Volume or Profits

9-6. Customers and the Psychology of Pricing

9-6a. Price Discrimination, a.k.a. Segmentation Pricing

9-6b. Quantity Discounts

9-6c. Yield or Demand Management

9-7. Non-Linear Pricing

9-8. Changes in Cha-Ching

9-8a. Pricing and the Product Life Cycle

9-8b. Price Fluctuations

9-8c. Coupons

9-8d. Competitive Strategy and Game Theory

9-8e. Auctions

Managerial Recap

Mini-Case. Personal Brand Management

Chapter 10. Channels of Distribution

10-1. What are Distribution Channels, Supply Chain Logistics, and Why Do We Use Them?

10-2. How to Design Smart Distribution Systems: Intensive or Selective?

10-2a. Push and Pull

10-3. Power and Conflict in Channel Relationships

10-3a. Revenue Sharing

10-3b. Integration

10-3c. Retailing

10-3d. Franchising

10-3e. E-Commerce

10-3f. Catalog Sales

10-3g. Sales Force

10-3h. Integrated Marketing Channels

Managerial Recap

Mini-Case. Starbucks Fair Trade Line

Chapter 11. Advertising Messages and Marketing Communications

11-1. What is Advertising?

11-2. Why is Advertising Important?

11-3. What Marketing Goals are Sought From Advertising Campaigns?

11-4. Designing Advertising Messages to Meet Marketing and Corporate Goals

11-4a. Cognitive Ads

11-4b. Emotional Ads

11-4c. Image Ads

11-4d. Endorsements

11-5. How is Advertising Evaluated?

11-5a. Aad and Abrand

Managerial Recap

Mini-Case. Celeb-Relief

Chapter 12. Integrated Marketing Communications and Media Choices

12-1. What Media Decisions are Made in Advertising Promotional Campaigns?

12-1a. Reach and Frequency and GRPs

12-1b. Media Planning and Scheduling

12-2. Integrated Marketing Communications Across Media

12-2a. Media Comparisons

12-2b. Beyond Advertising

12-2c. Choice Between Advertising and a Sales Force

12-2d. The IMC Choices Depend on the Marketing Goals

12-3. How is the Effectiveness of Advertising Media Measured?

Managerial Recap

Mini-Case. Where Should We Place Our Ad?

Chapter 13. Social Media

13-1. What are Social Media?

13-1a. Types of Social Media

13-1b. Word-of-mouth

13-2. What are Social Networks?

13-2a. Identifying Influentials

13-2b. Recommendation Systems

13-2c. Social Media ROI, KPIs, and Web Analytics

13-2d. Pre-purchase: Awareness

13-2e. Pre-purchase: Brand Consideration

13-2f. Purchase or Behavioral Engagement

13-2g. Post-purchase

13-2h. How to Proceed?

Managerial Recap

Mini-Case. Google’s PageRank

Part 4. Positioning: Assessment Through the Customer Lens

Chapter 14. Customer Satisfaction and Customer Relationships

14-1. What are Customer Evaluations, and Why Do We Care?

14-2. How Do Consumers Evaluate Products?

14-2a. Sources of Expectations

14-2b. Expectation and Experience

14-3. How Do Marketers Measure Quality and Customer Satisfaction?

14-4. Loyalty and Customer Relationship Management (CRM)

14-4a. Recency, Frequency, and Monetary Value (RFM)

14-4b. Customer Lifetime Value (CLV)

Managerial Recap

Mini-Case. Happy Global Customers?

Chapter 15. Marketing Research Tools

15-1. Why is Marketing Research So Important?

15-2. Cluster Analysis for Segmentation

15-3. Perceptual Mapping for Positioning

15-3a. Attribute-Based

15-4. Focus Groups for Concept Testing

15-5. Conjoint for Testing Attributes

15-6. Scanner Data for Pricing and Coupon Experiments and Brand Switching

15-7. Surveys for Assessing Customer Satisfaction

Managerial Recap

Mini-Case. How to Design an Attractive Wearable Redux

Part 5. Capstone

Chapter 16. Marketing Strategy

16-1. Types of Business and Marketing Goals

16-2. Marketing Strategy

16-2a. Ansoff’s Product-Market Growth Matrix

16-2b. The BCG Matrix

16-2c. The General Electric Model

16-2d. Porter and Strategies

16-2e. Treacy and Wiersema Strategies

16-3. How to “Do” Strategy

16-3a. SWOT’s S&W

16-3b. SWOT’s O&T

16-4. Key Marketing Metrics to Facilitate Marketing Strategy

Managerial Recap

Mini-Case. How to Watch Movies

Chapter 17. Marketing Plans

17-1. How Do We Put it all Together?

17-2. Situation Analysis: The 5Cs

Company.

17-3. STP

17-4. The 4Ps

17-5. Spending Time and Money

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