Principles of Marketing 14th Edition Kotler Test Bank
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Product details:
- ISBN-10 : 0132167123
- ISBN-13 : 978-0132167123
- Author:
Todays marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today’s challenging economic climate.
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
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