Test Bank for Marketing: An Introduction, Updated 6th Canadian Edition, Gary Armstrong, Philip Kotler, Valerie Trifts, Lilly Anne Buchwitz

Product details:

• ISBN-10 ‏ : ‎ 0134711955
• ISBN-13 ‏ : ‎ 978-0134711959
• Author: Gary Armstrong

The sixth Canadian edition of Marketing: An Introduction makes learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. Students will see how customer value―creating it and capturing it―drives every good marketing strategy.

Table contents:

Part 1: Defining Marketing and the Marketing Process

1. Marketing Creating Customer Value and Engagement

2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships

Part 2: Understanding the Marketplace and Customer Value

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix

6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers

7. Product, Services, and Brands Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing Understanding and Capturing Customer Value

10. Marketing Channels Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Customers and Communicating Customer Value Advertising and PublicRelations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing

15. The Global Marketplace

16. Sustainable Marketing Social Responsibility and Ethics

Appendix 1. Company Cases

Appendix 2. Marketing Plan

Appendix 3. Marketing by the Numbers

Appendix 4. Careers in Marketing

References

Glossary

Credits

Index

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