Marketing An Introduction 12th Edition by Armstrong and Kotler Bank Test Questions

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Table of content: PART 1 DEFINING MARKETING AND THE MARKETING PROCESS  
1 Marketing: Creating and Capturing Customer Value 2
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
Product Details: Language: English
ISBN-10: 0133451275
ISBN-13: 978-0133451276
ISBN-13: 9780133451276
Author: Gary Armstrong, Philip Kotler
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