Marketing Management

Iacobucci's MARKETING MANAGEMENT, 6E provides an updated and comprehensive overview of marketing management, using a captivating style and engaging presentation to help companies succeed. It emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions, and includes leading cases from Harvard, Darden, and Ivey. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success.

Format: Paperback / softback
Length: 336 pages
Publication date: 02 August 2021
Publisher: Cengage Learning, Inc

Discover the dynamic and complex landscape that marketers face today with Iacobucci's MARKETING MANAGEMENT, 6E. This comprehensive and revised edition provides a fascinating framework that seamlessly integrates core concepts, offering a clear understanding of how they come together. Written in an engaging and captivating style, this textbook is a pleasure to read, making it an invaluable resource for anyone seeking to excel in marketing management.

In this updated edition, you will explore the latest trends, strategies, and techniques in global marketing, ethics, and social media marketing, all brought to life through revised chapters, updated explanations, new mini-cases, and the latest examples. The emphasis on theory is reinforced with a framework that demonstrates the interconnectedness of marketing concepts and decisions, providing a solid foundation for your learning journey.

To further enhance your understanding, this edition features leading cases from prestigious institutions such as Harvard, Darden, and Ivey, showcasing real-world applications of marketing management principles. These cases reinforce the relevance and practical applications of what you are learning, helping you to apply your knowledge in the business world.

In addition to the textbook, MindTap digital resources offer interactive content that seamlessly connects the latest marketing management principles to business success. These resources include interactive quizzes, videos, and case studies, providing you with a hands-on learning experience and helping you to apply your knowledge in real-world scenarios.

Whether you are a student, professional, or business owner, Iacobucci's MARKETING MANAGEMENT, 6E is an essential guide that will help you navigate the challenges and opportunities of the marketing world. With its comprehensive coverage, engaging style, and practical applications, this textbook is the perfect tool for anyone seeking to gain a deeper understanding of marketing management and achieve success in their career.

Weight: 662g
Dimension: 254 x 206 x 19 (mm)
ISBN-13: 9780357635087
Edition number: 6 ed