Test Bank for Marketing Management 4th Edition Marshall

Test Bank for Marketing Management 4th Edition Marshall

Test Bank for Marketing Management, 4th Edition, Greg Marshall, Mark Johnston, ISBN10: 1264155387, ISBN13: 9781264155385, ISBN10: 1260381919, ISBN13: 9781260381917

Table of Contents

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