Principles of Marketing 6th Edition Armstrong Test Bank

Principles of Marketing 6th Edition Armstrong Test Bank

Product details:

• ISBN-10 ‏ : ‎ 1486002692
• ISBN-13 ‏ : ‎ 978-1486002696
• Author: Kotler, Philip

The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.

Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy.

Table 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 
APPENDIX 1 Marketing Plan
Appendix 2
MARKETING BY THE NUMBERS 
APPENDIX 3
CAREERS IN MARKETING

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