Marketing Management, 4th Edition By Greg Marshall and Mark Johnston Test Bank

Marketing Management, 4th Edition By Greg Marshall and Mark Johnston Test Bank

Table of contents for Marketing Management Test Bank

Part One: Discover Marketing Management 

• CHAPTER 1: Marketing in Today’s Business Milieu
• CHAPTER 2: Marketing Foundations: Global, Ethical, Sustainable
• CHAPTER 3: Elements of Marketing Strategy, Planning, and Competition

Part Two: Use Information to Drive Marketing Decisions 

• CHAPTER 4: Market Research Essentials
• CHAPTER 5: CRM, Big Data, and Marketing Analytics
• CHAPTER 6: Understand Consumer and Business Markets
• CHAPTER 7: Segmentation, Target Marketing, and Positioning

Part Three: Develop the Value Offering—The Product Experience

• CHAPTER 8: Product Strategy and New Product Development
• CHAPTER 9: Build the Brand
• CHAPTER 10: Service as the Core Offering

Part Four: Price and Deliver the Value Offering 

• CHAPTER 11: Manage Pricing Decisions
• CHAPTER 12: Manage Marketing Channels, Logistics, and Supply Chain

Part Five: Communicate the Value Offering 

• CHAPTER 13: Promotion Essentials: Digital and Social Media Marketing
• CHAPTER 14: Promotion Essentials: Legacy Approaches and Personal Selling

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