Marketing An Introduction 11th Edition Armstrong Test Bank
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Marketing An Introduction 11th Edition Armstrong Test Bank
Product details:
- ISBN-10 : 0132744031
- ISBN-13 : 978-0132744034
- Author: Gary Armstrong, Philip Kotler
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows readers how customer valuecreating it and capturing itdrives every effective marketing strategy.
Table contents:
I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENTPROCESS.
1. Marketing in a Changing World: Creating CustomerValue and Satisfaction.
2. Strategic Planning and the Marketing Process.
II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT.
3. Marketing in the Internet Age.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer and Business Buyer Behavior.
III. DEVELOPING MARKETING STRATEGY AND THE MARKETINGMIX.
7. Market Segmentation, Targeting, and Positioningfor Competitive Advantage.
8. Product and Services Strategies.
9. New-Product Development and Life-Cycle Strategies.
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