MM4, 4th Edition

Created through a "student-tested, faculty-approved" review process with students and faculty, MM4 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.

MM4 employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as new coverage that highlights the importance of social media and the impact of consumer behavior on successful marketing management. A complete set of accompanying cases align best-selling business cases from leading case providers, such Harvard Business School Publishing, with specific MM4 chapters. Trust the unique MM4 comprehensive content and complete resources to help students better understanding and apply marketing management for business success.

“"I have used MM for four graduate level Marketing courses. The amount of information included fits well into an eight-session accelerated course. I and the students love the magazine format. I also really like the fact that the concepts are not "dumbed down", but are dealt with in a brief, direct manner. The mini-cases and very current examples are very welcome. The students also like the reduced price."”

"I have used MM for four graduate level Marketing courses. The amount of information included fits well into an eight-session accelerated course. I and the students love the magazine format. I also really like the fact that the concepts are not "dumbed down," but are dealt with in a brief, direct manner. The mini-cases and very current examples are very welcome. The students also like the reduced price."

DAWN IACOBUCCI is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. She teaches marketing models and multivariate statistics. Her research focuses on networks, customer satisfaction, and statistical methodology. She has published in a variety of journals in marketing and psychology, such as Psychological Bulletin, Psychometrika, Journal of Marketing, Journal of Marketing Research, and Marketing Science, edited the Journal of Consumer Psychology and Journal of Consumer Research, and is co-author on Gilbert Churchill s lead text on Marketing Research.

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