Instant download Principles of Marketing 16th Edition Kotler Test Bank pdf docx epub after payment.
Product details:
- ISBN-10 ‏ : ‎ 0133795020
- ISBN-13 ‏ : ‎ 978-0133795028
- Author: Philip T. Kotler (Author),Â
Help students learn how to create customer value and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Table of contents:
CHAPTER 1 MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS CHAPTER 2 COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS CHAPTER 3 THE MARKETING ENVIRONMENT CHAPTER 4 MANAGING MARKETING INFORMATION CHAPTER 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR CHAPTER 6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING: BUILDING THE RIGHT RELATIONSHIPS WITH THE RIGHT CUSTOMERS CHAPTER 8 PRODUCT, SERVICES, AND BRANDING STRATEGY CHAPTER 9 NEW-PRODUCT DEVELOPMENT AND PRODUCT LIFE-CYCLE STRATEGIES CHAPTER 10 PRICING PRODUCTS: UNDERSTANDING AND CAPTURING CUSTOMER VALUE CHAPTER 11 PRICING PRODUCTS: PRICING STRATEGIES CHAPTER 12 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT CHAPTER 13 RETAILING AND WHOLESALING CHAPTER 14 COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY CHAPTER 15 ADVERTISING AND PUBLIC RELATIONS CHAPTER 16 PERSONAL SELLING AND SALES PROMOTION CHAPTER 17 DIRECT AND ONLINE MARKETING: BUILDING DIRECT CUSTOMER RELATIONSHIPS CHAPTER 18 CREATING COMPETITIVE ADVANTAGE CHAPTER 19 THE GLOBAL MARKETPLACE CHAPTER 20 MARKETING ETHICS AND SOCIAL RESPONSIBILITY APPENDIX 1 Marketing Plan Appendix 2 MARKETING BY THE NUMBERS APPENDIX 3 CAREERS IN MARKETING
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