Marketing Management, 4th Edition By Greg Marshall and Mark Johnston Test Bank
ISBN10: 1260381919 | ISBN13: 9781260381917
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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
