Test Bank Principles of Marketing 18th Edition by Philip Kotler Gary Armstrong
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Test Bank Principles of Marketing 18th Edition by Philip Kotler Gary Armstrong
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Product Description
Test Bank Principles of Marketing 18th Edition by Philip Kotler Gary Armstrong
Philip Kotler, Gary Armstrong
This textbook is a comprehensive guide to marketing principles, designed to help students understand the importance of customer value and relationships. The 18th edition integrates the latest trends in marketing, including digital marketing, social media, and analytics. The book provides a solid foundation in marketing theory and practice, with real-world examples and case studies to illustrate key concepts.
ISBN-10: 0135766591
ISBN-13: 9780135766590
Table of Contents
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement
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
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
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 Customers and Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Online, Social Media, and Mobile Marketing
18. The Global Marketplace
Appendix: Marketing Plan and Case Studies
Principles of Marketing 18th Edition by Philip Kotler Gary Armstrong Test BankAnswers