Principles of Marketing 18th Edition By Philip Kotler, Gary Armstrong (Test Bank)

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PART 1: DEFINING MARKETING AND THE MARKETING PROCESS Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationshi... ps PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Buyer Behavior Business Markets and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Products, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Pricing Strategies: Additional Considerations Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy Advertising and Public Relations Personal Selling and Sales Promotion Direct, Online, Social Media, and Mobile Marketing PART 4: EXTENDING MARKETING Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics APPENDICES Marketing Plan Marketing by the Numbers Careers in Marketing [Show More]

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