Marketing Management Global 15th Edition Kotler Test Bank
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Marketing Management Global 15th Edition Kotler Test Bank
Product details:
- ISBN-10 : 1292092629
- ISBN-13 : 978-1292092621
- Author: KEVIN LANE KELLER, PHILIP KOTLER
For Principles of Marketing courses that require a comprehensive text 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 contents:
PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition
PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs PART 6: DELIVERING VALUE
Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing, Wholesaling, and Logistics
PART 7: COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing, Word-of- Mouth, and Personal Selling
PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization for the Long-Run
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