Iacobucci’s "Marketing Management," 7th Edition, is designed with you in mind -- clear, practical and focused on what really matters. Chapters starts by asking the big questions: What is this concept? Why does it matter in the real world? And most importantly, How do you do it well? You’ll get straightforward explanations, real examples and step-by-step guidance that help you connect theory to action. This book shows you how to think like a marketer. Explore how companies use AI, analytics, social media and global strategies to make smart decisions. You’ll also dive into short, real-world mini-cases and ethical challenges that help you apply what you’re learning in class to real business situations. Whether you're preparing for a career in marketing or just want to understand how marketing drives business success, this book gives you the tools to succeed in your course and beyond.
Preface.
About the Author.
Part I: MARKETING STRATEGY.
1. Why is Marketing Management Important?
2. Customer Behavior.
3. Segmentation.
4. Targeting.
5. Positioning.
Part II: PRODUCT POSITIONING.
6. Products: Goods and Services.
7. Brands.
8. New Products and Innovation.
Part III: 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 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.
Endnotes.
Index.
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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.
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Applied Learning Through Real-World Examples and Cases: The 7th edition is refreshed with vivid, up-to-date examples, and nearly all cases are brand new, designed to reflect today’s marketing realities and spark deeper classroom engagement.
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Each chapter include Box Feature examples that bring today’s marketing landscape into the classroom, covering high-impact topics like AI, ethics, marketing analytics, social media and more. These focused insights help students connect course concepts to the fast-changing and competitive marketing environment.
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Each chapter begins with a set of thought-provoking study questions that immediately engage students in critical thinking. These questions -- What is this marketing concept? Why is it important? How do we do it well? -- are intentionally designed to frame the chapter’s content through a managerial lens. This structure not only clarifies learning objectives, but also encourages students to approach marketing as a decision-making discipline, preparing them to think strategically from the very first page.
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New examples include global marketing challenges, email marketing, behavioral economics, psychological nudges and many new advertisements.
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This edition features dynamic new mini-cases that bring marketing concepts to life -- covering timely topics like personal branding, pricing strategy, media placement and AI -- to spark discussion and challenge students to apply what they’ve learned.
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Deep Dive features unpack complex marketing challenges with rich examples, helping students grasp key concepts like segmentation, pricing and branding -- and see how they work in practice.
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Ethical decision-making is integrated throughout the text, with dedicated Have a Heart boxes in every chapter that prompt students to think critically about the real-world consequences of marketing actions.
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