Marketing Management | 6th Edition

Dawn Iacobucci

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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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Guide students in mastering the core concepts behind marketing management in today's dynamic, challenging environment with Iacobucci’s MARKETING MANAGEMENT, 6E. This edition provides a complete overview with details ideal for upper-level undergraduate, M.B.A. or E.M.B.A. students. Revised chapters, updated explanations, new mini-cases and the latest examples depict global marketing, ethics and social media marketing in action. This edition emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions -- all presented within a captivating text that students will actually want to read. Leading cases from Harvard, Darden and Ivey further reinforce the book's relevance. Pair this with cases, group work or simulations for an engaging upper-level course. MindTap digital resources, part of a powerful support package, offer interactive content to further connect the latest marketing management principles to business success.