Test Bank for Marketing, 11e Roger A. Kerin

Marketing, 11e Roger A. Kerin test bank

Table of Content

Chapter 1: Creating Customer Relationships and Value Through Marketing         
Chapter2: Developing Successful Marketing and Organizational Strategies         
APPENDIX A Building an Effective Marketing Plan         
Chapter3: Scanning the Marketing Environment         
Chapter4: Ethical and Social Responsibility in Marketing          
Chapter5: Understanding Consumer Behavior         
Chapter6: Understanding Organizations as Customers          
Chapter7: Understanding and Reaching Global Consumers and Markets         
Chapter8: Marketing Research: From Customer Insights to Actions         
Chapter9: Market Segmentation, Targeting, and Positioning
Chapter10: Developing New Products and Services          
Chapter11: Managing Successful Products, Services, and Brands          
Chapter12: Services Marketing          
Chapter13: Building the Price Foundation          
Chapter14: Arriving at the Final Price    
APPENDIX B Financial Aspects of Marketing         
Chapter15: Managing Marketing Channels and Supply Chains         
Chapter16: Retailing and Wholesaling
Chapter17: Integrated Marketing Communications and Direct Marketing         
Chapter18: Advertising, Sales Promotion, and Public Relations         
Chapter19: Using Social Media to Connect with Consumers         
Chapter20: Personal Selling and Sales Management     
Chapter21: Implementing Interactive and Multichannel Marketing
Chapter22: Pulling It All Together: The Strategic Marketing Process

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