“dawn iacobucci”

The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmenta... More

Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, r... More

This book covers mediation analysis???the examination of whether an effect of one variable on another is direct or indirect or both. Author Dawn Iacobucci offers thorough coverage of introductory and advanced material as well as conceptual and statistical information. The book begins by introducing ... More

This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book's appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the tw... More

???What a rarity to see a who??'s who of thought leaders on any subject create original material for an anthology. It??'s a real collegial tribute to Teresa A. Swartz and Dawn Iacobucci that they have been able to assemble such a treasure of original material???including some of the last from our la... More

Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a u... More

This special issue is on the timely topic of "Consumers in Cyberspace." Due to its concentration in focus, it is intended to contribute in a highly visible manner to the need for using thoughtful conceptual structures as frameworks and theories to make progress in research and teaching. The articles... More