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Test Bank for Framework for Marketing Management, A (4th Edition) by Philip T. Kotler

By: Philip T. Kotler, Kevin Lane Keller
ISBN-10: 136026605
/ ISBN-13: 9780136026600

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Format: Downloadable ZIP Fille
Authors: Philip T. Kotler, Kevin Lane Keller
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Description

Table of contents:

Part I: Understanding Marketing Management

Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing and Implementing Marketing Strategies and Plans
Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment

Part II: Connecting with Customers

Chapter 4: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Analyzing Consumer Markets
Chapter 6: Analyzing Business Markets
Chapter 7: Identifying Market Segments and Targets

Part III: Building Strong Brands

Chapter 8: Creating Brand Equity
Chapter 9: Crafting the Brand Positioning and Dealing with Competition

Part IV: Shaping the Market Offerings

Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle
Chapter 11: Designing and Managing Services
Chapter 12: Developing Pricing Strategies and Programs

Part V: Delivering Value

Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics

Part VI: Communicating Value

Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications

Part VII: Creating Successful Long-Term Growth

Chapter 18: Managing Marketing in the Global Economy

Glossary

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