| Name: | Test bank for Principles of Marketing 7th Australian Edition by Gary Armstrong |  |
|---|---|---|
| ISBN: | 9781488611841, 148861184X | Author: | by Gary Armstrong |
| Edition/Type: | 7th Australian Edition/Test bank | |
| Format: | Word Zip/All chapter include | |
| Size: | 1.15MB |
Table of Contents
Part 1 Defining marketing and the marketing process
1 Marketing: Creating and capturing customer value
2 Company and marketing strategy: Partnering to build customer engagement, value and relationships
Part 2 Understanding the marketplace and consumers
3 The marketplace and customers: Analysing the environment
4 Marketing analytics: Gaining customer insights
5 Buyer behaviour: Understanding consumer and business buyers
Part 3 Designing a customer-driven strategy and mix
6 Customer-driven marketing strategy: Creating value for target customers
7 Products, services and brands: Offering customer value
8 New products: Developing and managing innovation
9 Pricing: Capturing customer value
10 Placement: Customer value fulfilment
11 Communicating customer value: Advertising and public relations
12 Personal selling and sales promotion: Creating value in relationships
13 Direct and digital marketing: Interactivity and fulfillment
Part 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance
Inside Screenshots
