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Test Bank for Principles of Marketing 9th Canadian Edition Kotler

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Test Bank for Principles of Marketing 9th Canadian Edition Kotler

Test Bank for Principles of Marketing 9th Canadian Edition Kotler

Principles of Marketing has been recognized as the gold standard of Marketing texts due to its accessibility and breadth anchored by solid academic grounding while continuing to be engaging and relevant. The ninth Canadian edition of Principles of Marketing has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and relationships.

TABLE OF CONTENTS

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value

Chapter 2: Company and Marketing Strategy

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment

Chapter 4: Social Responsibility and Ethics

Chapter 5: Managing Marketing Information to Gain Customer Insights

Chapter 6: Consumer Markets and Consumer Buyer Behaviour

Chapter 7: Business Markets and Business Buyer Behaviour

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 8: Customer-Driven Marketing Strategy

Chapter 9: Products, Services, and Brands

Chapter 10: New Product Development and Product Life-Cycle Strategies

Chapter 11: Pricing

Chapter 12: Marketing Channels

Chapter 13: Retailing and Wholesaling

Chapter 14: Integrated Marketing Communications Strategy

Chapter 15: Advertising and Public Relations

Chapter 16: Personal Selling and Sales Promotion

Chapter 17: Direct and Online Marketing

Part 4: Extending Marketing

Chapter 18: Creating Competitive Advantage

Chapter19: The Global Marketplace

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Test Bank for Principles of Marketing 9th Canadian Edition Kotler