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Testbank for Marketing: An Introduction (12th Edition) by Gary Armstrong

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  • ISBN-10:  133451275 / ISBN-13:  9780133451276
  • Ebook Details

    • Format: Downloadable ZIP Fille
    • Resource Type : Testbank
    • Publication: 2014
    • Authors: Gary Armstrong, Philip Kotler
    • Delivery: Instant Download

    $70.00 $50.00

    SKU: e914a528e605 Category:

    Table of content:

    Brief Contents
    PART 1 DEFINING MARKETING AND THE MARKETING PROCESS  2
    1 Marketing: Creating and Capturing Customer Value 2
    2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36
    PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE  64
    3 Analyzing the Marketing Environment 64
    4 Managing Marketing Information to Gain Customer Insights 96
    5 Understanding Consumer and Business Buyer Behavior 130
    PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 168
    6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168
    7 Products, Services, and Brands: Building Customer Value 200
    8 New Product Development and Product Life-Cycle Strategies 236
    9 Pricing: Understanding and Capturing Customer Value 264
    10 Marketing Channels: Delivering Customer Value 302
    11 Retailing and Wholesaling 334
    12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366
    13 Personal Selling and Sales Promotion 402
    14 Direct, Online, Social Media, and Mobile Marketing 434
    PART 4 EXTENDING MARKETING 466
    15 The Global Marketplace 466
    16 Sustainable Marketing: Social Responsibility and Ethics 494
    Appendix 1 Company Cases 523
    Appendix 2 Marketing Plan 557
    Appendix 3 Marketing by the Numbers 569
    Glossary 587
    References 597
    Index 623

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