Marketing 9th Edition Kotler Test Bank

Marketing 9th Edition Kotler Test Bank

Product details:

• ISBN: 9781442549425
• ISBN-10: 1442549424
• Author: Philip Kotler, Suzan Burton, Kenneth Deans, Linden Brown, Gary Armstrong

The ultimate resource for marketing professionals
Today’s marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world.

Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways.

Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career.

The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.

Table contents:

PART 1             THE STRATEGIC MARKETING PROCESS
Chapter 1          Marketing: Creating superior customer value
Chapter 2          Marketing: Delivering and capturing value
Chapter 3          Strategic planning and marketing
Chapter 4          Marketing strategies for competitive advantage

PART 2             UNDERSTANDING THE MARKET
Chapter 5          The global marketing environment
Chapter 6          Information management and marketing research
Chapter 7          Consumer behaviour
Chapter 8          Business-to-business behaviour

PART 3             IMPLEMENTING A CUSTOMER-DRIVEN STRATEGY
Chapter 9          Market segmentation, targeting and positioning
Chapter 10        Products and services marketing
Chapter 11        New products
Chapter 12        Pricing for value
Chapter 13        Marketing channels and logistics networks
Chapter 14        Retailing and wholesaling
Chapter 15        Advertising and public relations
Chapter 16        Sales promotion and selling
Chapter 17        Direct and online marketing

PART 4              EXTENDING MARKETING
Chapter 18        Tapping into markets across the globe
Chapter 19        Responsible marketing

Appendix 1       The marketing plan
Appendix 2       Marketing by the numbers

Answers to self-check questions
Glossary
Index

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