Test Bank for Principles of Marketing 7th Edition by Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler ISBN 1488611866 9781488611841

Test Bank for Principles of Marketing 7th Edition by Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler – Ebook PDF Instant Download/Delivery:  1488611866, 9781488611841
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Product details:

ISBN 10: 1488611866
ISBN 13: 9781488611841
Author: Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler 

A flagship marketing resource that provides an introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature `linking the concepts’ helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills

Principles of Marketing 7th Table of contents:

Marketing: creating and capturing customer value

 Company and marketing strategy: partnering to build customer engagement, value and relationships

 The marketplace and customers: analysing the environment

 Marketing analytics: gaining customer insights

Buyer behaviour: underatanding consumer and business buyers

Customer-driven marketing strategy: creating value for target customers

Products, services and brands: offering customer value

New products: developing and managing innovation

 Pricing: Caputuring customer value

Placement: customer value fulfilment

Communicating customer value: advertising and public relations

 Personal selling and sales promotion: creating value in relationships

Direct and digital marketing: interactivity and fulfilment

Sustainable marketing: social responsibility, ethics and legal compliance

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