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The gold standard for today’s marketing management student. Test Bank for Marketing Management 15th Edition by Keller Kotlerįor undergraduate and graduate courses in marketing management.
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Pricing: Understanding and Capturing Customer Valueġ1. Developing New Products and Managing the Product Life Cycleġ0.
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Products, Services, and Brands: Building Customer Valueĩ. Customer Value-Driven Marketing Strategy: Creating Value for Target CustomersĨ. PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIXħ. Business Markets and Business Buyer Behavior Managing Marketing Information to Gain Customer InsightsĦ. PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUEĤ. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Marketing: Creating Customer Value and EngagementĢ. PART 1: DEFINING MARKETING AND THE MARKETING PROCESSġ. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. MyLab is the teaching and learning platform that empowers you to reach every student. Reach every student by pairing this text with Pearson Pearson MyLab Marketing Instructors, contact your Pearson representative for more information. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing is not included. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
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To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Principles of Marketing helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Learn how to create value through customer connections and engagement The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.įor principles of marketing courses that require a comprehensive text.