Marketing Management 16th edition By Philip Kotler, Kevin Lane Keller, Alexander Chernev (Test Bank)

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PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT 1. Defining Marketing for the New Realities 2. Marketing Planning and Management PART 2: UNDERSTANDING THE MARKET 3. Analyzing Consumer Markets 4.... Analyzing Business Markets 5. Conducting Marketing Research PART 3: DEVELOPING A WINNING MARKETING STRATEGY 6. Identifying Market Segments and Target Customers 7. Crafting a Customer Value Proposition and Positioning PART 4: DESIGNING VALUE 8. Designing and Managing Products 9. Designing and Managing Services 10. Building Strong Brands 11. Managing Pricing and Sales Promotions PART 5: COMMUNICATING VALUE 12. Managing Marketing Communications 13. Designing an Integrated Marketing Campaign in the Digital Age 14. Personal Selling and Direct Marketing PART 6: DELIVERING VALUE 15. Designing and Managing Distribution Channels 16. Managing Retailing PART 7: MANAGING GROWTH 17. Driving Growth in Competitive Markets 18. Developing New Market Offerings 19. Building Customer Loyalty 20. Tapping into Global Markets 21. Socially Responsible Marketing [Show More]

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