Principles of Marketing

Test for Marketing: Creating Customer Value and Engagement

Test for Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Test for Analyzing the Marketing Environment

Test for Managing Marketing Information to Gain Customer Insights

Test for Consumer Markets and Buyer Behavior

Test for Business Markets and Business Buyer Behavior

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

Test for Products, Services, and Brands: Building Customer Value

Test for Developing New Products and Managing the Product Life Cycle

Test for Pricing: Understanding and Capturing Customer Value

Test for Pricing Strategies: Additional Considerations

Test for Marketing Channels: Delivering Customer Value

Test for Retailing and Wholesaling

Test for Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

Test for Advertising and Public Relations

Test for Personal Selling and Sales Promotion

Test for Direct, Online, Social Media, and Mobile Marketing

Test for Creating Competitive Advantage

Test for The Global Marketplace

Test for Sustainable Marketing: Social Responsibility and Ethics

Test for Appendix 1: Marketing Plan

Test for Appendix 2: Marketing by the Numbers

Test for Appendix 3: Careers in Marketing