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Test Bank For Principles of Marketing Plus MyLab Marketing with Pearson eText — Access Card Package, 17th Edition By Kotler Test Bank

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Test Bank For Principles of Marketing Plus MyLab Marketing with Pearson eText — Access Card Package, 17th Edition By Philip Kotler,Gary Armstrong,ISBN-13:9780134461502

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Test Bank For Principles of Marketing Plus MyLab Marketing with Pearson eText — Access Card Package, 17th Edition By Kotler

Test Bank For Principles of Marketing Plus MyLab Marketing with Pearson eText — Access Card Package, 17th Edition By Philip Kotler,Gary Armstrong,ISBN-13:9780134461502

Overview

Description

For Principles of Marketing courses that require a comprehensive text.

This package includes MyLab Marketing.

Help students 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 students 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 students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Personalize learning with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Table of Contents

Part 1: Defining Marketing and the Marketing Process 

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

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: 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 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

Appendix 1: Marketing Plan

Appendix 2: Marketing by the Numbers

Appendix 3: Careers in Marketing