Business Law > TEST BANKS > Test Bank for Marketing Management 16th edition By Philip Kotler, Kevin Lane Keller, Alexander Chern (All)

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

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