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 a
Dawn Iacobucci's MARKETING MANAGEMENT provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. Paired with cases, group work, and/or simulati
One of the larger challenges of teaching modeling is the issue of balancing quantitative skill sets with qualitative concepts. Students require familiarity with specific mathematical concepts and form
Created by the continuous feedback of a "student-tested, faculty-approved" process, MM, 3E delivers a visually appealing, succinct print approach with tear-out reference cards for students and instruc
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
Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard f
The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A
