Iacobucci, Dawn, author.

Marketing management / Dawn Iacobucci. - Fifth edition. - Boston, MA : Cengage Learning, c2019. - xii, 324 pages : illustrations ; 25 cm.

Includes index.

Part 1 : Marketing strategy
Part 2 : Product positioning
Part 3 : Positioning via price, place and promotion
Part 4 : Positioning : assessment through the customer lens
Part 5 : Capstone


In English text.

9789814839792 (reprint)


Marketing--Management.

CIR HF 5415.13 / I23 2019

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