Principles of Marketing 17th Edition Kotler Test Bank
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Principles of Marketing 17th Edition Kotler Test Bank
Product details:
- ISBN-10 : 013449251X
- ISBN-13 : 978-0134492513
- Author: Philip Kotler
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 readers 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 individuals 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, the 17th 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 Defining Marketing and the Marketing Process 1 Marketing: Creating Customer Value and Engagement 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Part 2 Understanding the Marketplace and Consumer Value 3 Analyzing the Marketing Environment 4 Managing Marketing Information to Gain Customer Insights 5 Consumer Markets and Buyer Behavior 6 Business Markets and Business Buyer Behavior
Part 3 Designing a Customer Value-Driven Strategy and Mix 7 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 8 Products, Services, and Brands: Building Customer Value 9 Developing New Products and Managing the Product Life Cycle 10 Pricing: Understanding and Capturing Customer Value 11 Pricing Strategies: Additional Considerations 12 Marketing Channels: Delivering Customer Value 13 Retailing and Wholesaling 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15 Advertising and Public Relations 16 Personal Selling and Sales Promotion 17 Direct, Online, Social Media, and Mobile Marketing
Part 4 Extending Marketing 18 Creating Competitive Advantage 19 The Global Marketplace 20 Sustainable Marketing: Social Responsibility and Ethics
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