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