Test Bank for Marketing Management, 14E Philip Kotler

Marketing Management, 14E Philip Kotler test bank

Table of Content

Chapter 1. Defining Marketing for the 21st Century
Chapter 2. Developing Marketing Strategies and Plans
Chapter 3. Gathering Information and Scanning the Environment
Chapter 4. Conducting Marketing Research and Forecasting on Demand
Chapter 5. Creating Long-term Loyalty Relationships
Chapter 6. Analyzing Consumer Markets
Chapter 7. Analyzing Business Markets
Chapter 8. Identifying Market Segments and Targets
Chapter 9. Creating Brand Equity
Chapter 10. Crafting the Brand Position
Chapter 11. Competitive Dynamics
Chapter 12. Setting Product Strategy
Chapter 13. Designing and Managing Services
Chapter 14. Developing Pricing Strategies and Programs
Chapter 15. Designing and Managing Integrated Marketing
Chapter 16. Managing Retailing, Wholesaling, and Logistics
Chapter 17. Designing and Managing Integrated Marketing Communications
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Chapter 20. Introducing New Marketing Offerings
Chapter 21. Tapping into Global Markets
Chapter 22. Managing a Holistic Marketing Organization

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