Principles of Marketing Canadian 8th Edition Kotler Test Bank
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Principles of Marketing Canadian 8th Edition Kotler Test Bank
Product details:
- ISBN-10 : 0135084571
- ISBN-13 : 978-0135084571
- Author: Philip Kotler, Gary Armstrong, Lloyd Harris and Hongwei He
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, European Edition, 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, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Editionis packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Table contents:
Chapter 1: Marketing: creating customer value and engagement
Chapter 2: Company and marketing strategy: partnering to build customer engagement, value and relationships
Chapter 3 Analysing the marketing environment
Chapter 4 Managing marketing information to gain customer insights
Chapter 5 Consumer markets and buyer behaviour
Chapter 6 Business markets and business buyer behaviour
Chapter 7 Customer-driven marketing strategy:creating value for target customers
Chapter 8 Products, services and brands: building customer value
Chapter 9 Developing new products and managing the product life cycle
Chapter 10 Pricing: understanding and capturing customer value
Chapter 11 Pricing strategies: additional considerations
Chapter 12 Marketing channels: delivering customer value
Chapter 13 Retailing and wholesaling
Chapter 14 Engaging consumers and communicating customer value: integrated marketing communications strategy
Chapter 15 Advertising and public relations
Chapter 16 Personal selling and sales promotion
Chapter 17 Direct, online, social media and mobile marketing
Chapter 18 Creating competitive advantage
Chapter 19 The global marketplace
Chapter 20 Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index
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