Test Bank for Principles of Marketing 17th Edition Kotler Armstrong 013449251X 9780134492513
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Help readers learn how to create value through customer connections and engagement
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.
Language: English
ISBN-13: 978-0134492513
ISBN-13: 9780134492513
ISBN-10: 013449251X
Author: Philip T.Kotler, Gary Armstrong
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Solution Manual for Principles of Marketing 17th Edition Kotler Armstrong 013449251X 9780134492513
Table of Content:
Part 1: Defining Marketing and the Marketing Process
1. Marketing
2. Company and Marketing Strategy
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
8. Products, Services, and Brands
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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