Instructor’s Manual for Marketing An Introduction, 12E by Gary Armstrong, Philip Kotler

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Marketing An Introduction, 12E by Gary Armstrong, Philip Kotler (Instructor’s Manual) ISBN-10: 0133451275 • ISBN-13: 978-0133451276
Table Of Contents:

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS

1 Marketing: Creating and Capturing Customer Value

2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

3 Analyzing the Marketing Environment

4 Managing Marketing Information to Gain Customer Insights

5 Understanding Consumer and Business Buyer Behavior

PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX

6 Customer-Driven Marketing Strategy: Creating Value for Target Customers

7 Products, Services, and Brands: Building Customer Value

8 New Product Development and Product Life-Cycle Strategies

9 Pricing: Understanding and Capturing Customer Value

10 Marketing Channels: Delivering Customer Value

11 Retailing and Wholesaling

12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13 Personal Selling and Sales Promotion

14 Direct, Online, Social Media, and Mobile Marketing

PART 4 EXTENDING MARKETING

15 The Global Marketplace

16 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Company Cases

Appendix 2 Marketing Plan

Appendix 3 Marketing by the Numbers

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