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MindTap for Iacobucci's Marketing Management, 1 term Instant Access, 6th Edition

Dawn Iacobucci

  • Copyright 2022
  • {{checkPublicationMessage('Published', '2021-09-23T00:00:00+0000')}}
Starting At $84.95 See pricing and ISBN options
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MindTap for Iacobucci's Marketing Management, 1 term Instant Access 6th Edition by Dawn Iacobucci
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Overview

MindTap for Iacobucci's, Marketing Management, 6th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence so students can begin to think and act like marketers.

New mini-cases, interactive content and leading cases from Harvard, Darden and Ivey help readers better understand the competitive global market, ethics, social media marketing and marketing technology. Revised content emphasizes the relevance of theories, while a proven framework highlights the interrelationships of marketing concepts and decisions.

MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics, and add your own material or notes in the ebook.

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Meet the Authors

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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 also served as senior associate dean at Vanderbilt and professor of marketing at Northwestern University, University of Arizona and University of Pennsylvania. Dr. Iacobucci received her M.S. in statistics, her M.A. and Ph.D. in quantitative psychology from the University of Illinois at Urbana-Champaign and her M.T.S. from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, multivariate and methodological research questions and issues related to health care and sustainability. She has published widely in publications such as 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. Dr. Iacobucci has taught core marketing management, marketing research, marketing models, services marketing and new products to M.B.A., E.M.B.A. and undergraduate students. She has also taught multivariate statistics and methodological topics in Ph.D. seminars. She has served as editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She also edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing and Kellogg on Integrated Marketing. In addition to this text, she has written MARKETING MODELS: MULTIVARIATE STATISTICS and MARKETING ANALYTICS AND MEDIATION ANALYSIS as part of the prestigious quantitative series at Sage. She is also a co-author of Gilbert Churchill’s leading MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.

Features

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  • MindTap is an outcome-driven application that propels students from memorization to mastery. It’s the only platform that gives you complete ownership of your course. With it, you can challenge every student, build their confidence and empower them to be unstoppable.
  • ACCESS EVERYTHING YOU NEED IN ONE PLACE. Cut down on prep with preloaded, organized course materials in MindTap. Teach more efficiently with interactive multimedia, assignments, quizzes and more. And give your students the power to read, listen and study on their phones, so they can learn on their terms.
  • EMPOWER YOUR STUDENTS TO REACH THEIR POTENTIAL. Twelve distinct metrics give you actionable insights into student engagement. Identify topics troubling your entire class and instantly communicate with struggling students. And students can track their scores to stay motivated toward their goals. Together, you can accelerate progress.
  • YOUR COURSE. YOUR CONTENT. Only MindTap gives you complete control over your course. You have the flexibility to reorder textbook chapters, add your own notes and embed a variety of content including OER. Personalize course content to your students’ needs. They can even read your notes, add their own and highlight key text to aid their progress.
  • A DEDICATED TEAM, WHENEVER YOU NEED THEM. MindTap isn’t just a tool; it’s backed by a personalized team eager to support you. Get help setting up your course and tailoring it to your specific objectives. You’ll be ready to make an impact from day one. And, we’ll be right here to help you and your students throughout the semester—and beyond.
  • HELP STUDENTS LEARN IT. “Learn It” chapter activities reinforce Marketing Management’s core content, holding students accountable as they demonstrate a basic understanding of the marketing concepts introduced in each chapter.
  • ENCOURAGE CONTEXTUAL UNDERSTANDING. Chapter Assignments challenge students to apply concepts through scenario-based questions, assessing students' comprehensive understanding of the chapter's objectives.
  • FACILITATE APPLICATION. The “Apply It” Cases Activities bring marketing management concepts to life as students see them play out in today’s top corporations and innovative companies through short cases, paired with multiple-choice quizzes.

Table of Contents

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Preface
About the author

Part 1 Marketing Strategy
1 Why is Marketing Management Important?
2 Customer Behavior
3 Segmentation
4 Targeting
5 Positioning

Part 2 Product Positioning
6 Products: Goods and Services
7 Brands
8 New Products and Innovation

Part 3 Positioning via Price, Place, and Promotion
9 Pricing
10 Channels of Distribution
11 Advertising Messages and Marketing Communications
12 Integrated Marketing Communications and Media Choices
13 Social Media

Part 4 Positioning: Assessment through the Customer Lens
14 Customer Satisfaction and Customer Relationships
15 Marketing Research Tools

Part 5 Capstone
16 Marketing Strategy
17 Marketing Plans

Endnotes
Index

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MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 0357635094
  • ISBN-13: 9780357635094
  • RETAIL $84.95
Instructor Next Steps
Students: Buy now