4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today's learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in India to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.
MM, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It reflects the dynamic environment faced by today's marketers and helps in understanding how changes in technology and increasingly competitive global marketplace affect the marketing decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
- Systematic and methodical manner of coverage of topics
- Visually-appealing presentation
- Text supported with Indian examples to recognizable global examples along with visuals to keep it interesting, enhance the understanding of concepts and make them easy to recall
- Specifics to address the Indian context with well-known real-life examples to illustrate how concepts apply in the business situations
- Chapter-end cases to tie together concepts learned throughout the book and how to apply them
- Rich pedagogical features, such as
- managerial checklist
- chapter-end exercises
- student reference pages at the end of the book
PART1 Marketing Strategy
Chapter 1 Why Is Marketing Management Important?
Chapter 2 Customer Behavior
Chapter 3 Segmentation
Chapter 4 Targeting
Chapter 5 Positioning
PART 2 Product Positioning
Chapter 6 Products: Goods and Services
Chapter 7 Brands
Chapter 8 New Products
PART 3 Positioning via Price, Place, and Promotion
Chapter 9 Pricing
Chapter 10 Channels of Distribution and Logistics
Chapter 11 Advertising Messages and Marketing Communication
Chapter 12 Integrated Marketing Communications and Media Choices
Chapter 13 Social Media
PART 4 Positioning: Assessment Through the Customer Lens
Chapter 14 Customer Satisfaction and Customer Relationships
Chapter 15 Marketing Research Tools
PART 5 Capstone
Chapter 16 Marketing Strategy
Chapter 17 Marketing Plans
Endnotes
Student Reference Page
Index
Dawn Iacobucci
Dawn Iacobucci is Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University (since 2007). She has been Senior Associate Dean at Vanderbilt (2008–2010), and a professor of marketing at Kellogg (Northwestern University, 1987–2004), Arizona (2001–2002), and Wharton (Pennsylvania, 2004–2007). She received her MS in statistics, and MA and PhD in quantitative psychology from the University of Illinois at Urbana-Champaign. Her research focuses on modeling social networks and geeky high-dimensional analyses. She has published in the Journal of Marketing, Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, International Journal of Research in Marketing, Marketing Science, Journal of Service Research, Psychometrika, Psychological Bulletin, Social Networks, etc.
Anupama Vohra
Anupama Vohra is Associate Professor of Marketing at the Faculty of Management Studies, University of Delhi. She has received her doctorate and has more than 25 years of teaching experience. She has gathered vast knowledge in the field of marketing through expansive research and training work, and has worked on various projects with global organizations like the World Health Organization (WHO). Dr. Vohra has to her credit various publications in international journals.
