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Test Bank for Marketing Management 15th Edition by Keller Kotler

Test Bank for Marketing Management 15th Edition by Keller Kotler

For undergraduate and graduate courses in marketing management.

The gold standard for today’s marketing management student.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

Also available with MyMarketingLab ™

MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Table of contents:

Part 1. Understanding Marketing Management
Chapter 1. Defining Marketing for the New Realities
Chapter 2 . Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights 
Chapter  3. Collecting Information and Forecasting Demand
Chapter 4 . Conducting Marketing Research

Part 3. Connecting with Customers 
Chapter  5. Creating Long-term Loyalty Relationships
Chapter 6 . Analyzing Consumer Markets
Chapter  7. Analyzing Business Markets
Chapter  8. Tapping into Global Markets

Part 4. Building Strong Brands
Chapter  9. Identifying Market Segments and Targets
Chapter 19 . Crafting the Brand Positioning
Chapter 11 . Creating Brand Equity
Chapter 12 . Meeting Competition and Driving Growth

Part 5. Shaping the Market Offerings
Chapter 1 3. Setting Product Strategy
Chapter 14 . Designing and Managing Services
Chapter  15. Introducing New Market Offerings
Chapter 16 . Developing Pricing Strategies and Programs

Part 6. Delivering Value 
Chapter 17. Designing and Managing Integrated Marketing Channels
Chapter  18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value
Chapter  19. Designing and Managing Integrated Marketing Communications
Chapter 20 . Managing Digital Communications: Online, Social Media and Mobile Marketing
Chapter 21 . Managing Mass Communications: Advertising, Sales Promotions, Events and Eperiences, and Public Relations
Chapter 22 . Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization
Chapter 23. Conducting Marketing Responsibly for Long-Term Success

Product details:

ISBN-10: 0133856461

ISBN-13: 978-0133856460  9780133856460

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Test Bank for Marketing Management 15th Edition by Keller Kotler