Instant download Test bank for Marketing: An Introduction, 12/E By Gary Armstrong Philip Kotler pdf docx epub after payment.
Product details:
- ISBN-10 : 0133451275
- ISBN-13 : 978-0133451276
- Author: Gary Armstrong; Philip Kotler
Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.
Table of contents:
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to Build Customer 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 STRATEGY AND MIX
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
7 Products, Services, and Brands: Building Customer Value
8 New Product Development and Product Life-Cycle Strategies
9 Pricing: Understanding and Capturing Customer Value
10 Marketing Channels: Delivering Customer Value
11 Retailing and Wholesaling
12 Engaging Consumers 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
Appendix 1 Company Cases
Appendix 2 Marketing Plan
Appendix 3 Marketing by the Numbers
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