Principles of Marketing 16th Edition Kotler Test Bank

Principles of Marketing 16th Edition Kotler Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0133795020
• ISBN-13 ‏ : ‎ 978-0133795028
• Author: Philip Kotler

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.

Table contents:

1. PART 1: Defining Marketing and the Marketing
2. Chapter 1: Marketing: Creating Customer Value and Engagement
3. Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Rela
4. Company-Wide Strategic Planning: Defining Marketing’s Role
5. PART 2: Understanding the Marketplace and Customer Value
6. Chapter 3: Analyzing the Marketing Environment
7. Chapter 4: Managing Marketing Information: to Gain Customer
8. Chapter 5: Consumer Markets and Buyer Behavior
9. Chapter 6: Business Markets and Business Buyer Behavior
10. PART 3: Designing a Customer Value-Driven Strategy and Mix
11. Chapter 7: Customer-Driven Marketing Strategy: Creating Value
12. Chapter 8: Products, Services, and Brands: Building Customer
13. Chapter 9: New Product Development: and Product Life-Cycle Str
14. Chapter 10: Pricing: Understanding and Capturing Customer Value
15. Chapter 11: Pricing Strategies: Additional Considerations
16. Chapter 12: Marketing Channels: Delivering Customer Value
17. Chapter 13: Retailing and Wholesaling
18. Chapter 14: Engaging Customers and Communicating Customer V
19. Chapter 15: Advertising and Public Relations
20. Chapter 16: Personal Selling and Sales Promotion
21. Chapter 17: Direct, Online, Social Media,and Mobile Marketing

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