Solution Manual for Marketing An Introduction 13th Edition Armstrong Kotler 013414953X 9780134149530

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An introduction to the world of marketing using a proven, practical, and engaging approach. Marketing: An Introduction shows students how customer value―creating it and capturing it―drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.

Language: English
ISBN-10: 013414953X
ISBN-13: 978-0134149530
ISBN-13: 9780134149530

Author: Gary Armstrong, Philip Kotler

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Test Bank for Marketing An Introduction 13th Edition Armstrong Kotler 013414953X 9780134149530

Table of content:

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 Customer Value

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix

6. Customer Value-Driven Marketing Strategy  Creating Value for Target Customers

7. Product, Services, and Brands  Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing  Understanding and Capturing Customer Value

10. Marketing Channels  Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Customers and Communicating Customer Value Advertising and Public Relations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing

15. The Global Marketplace

16. Sustainable Marketing Social Responsibility and Ethics

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