Principles of Marketing AUSTRALIAN 7th Edition Armstrong Test Bank
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Principles of Marketing AUSTRALIAN 7th Edition Armstrong Test Bank.
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Product details:
- ISBN-10 : 148861184X
- ISBN-13 : 978-1488611841
- Author: & 1 more
The 5th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning.
The 5th edition includes an integrative Concept Map at the start of each chapter, and insightful author comments throughout—enhances student understanding.
Table of contents:
- Part 1 Defining marketing and the marketing process
- 1 Marketing: Creating and capturing customer value
- 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships
- Part 2 Understanding the marketplace and consumers
- 3 The marketplace and customers: Analysing the environment
- 4 Marketing analytics: Gaining customer insights
- 5 Buyer behaviour: Understanding consumer and business buyers
- Part 3 Designing a customer-driven strategy and mix
- 6 Customer-driven marketing strategy: Creating value for target customers
- 7 Products, services and brands: Offering customer value
- 8 New products: Developing and managing innovation
- 9 Pricing: Capturing customer value
- 10 Placement: Customer value fulfilment
- 11 Communicating customer value: Advertising and public relations
- 12 Personal selling and sales promotion: Creating value in relationships
- 13 Direct and digital marketing: Interactivity and fulfillment
- Part 4 Extending marketing
- 14 Sustainable marketing: Social responsibility, ethics and legal compliance
- Appendix 1 Case studies
- Appendix 2 The marketing plan: An introduction
- Appendix 3 Marketing analytics spotlights
- Appendix 4 Careers in marketing
