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International Marketing Summary of ALL CHAPTERS 1–19

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This is a summary for the course International Marketing for International Business at the Unversity of Groningen.

The summary is 40 pages long and covers the material for the 17th edition of the book Principles of Marketing by Gary Armstrong and Philip Kotler.

This summary covers the following 19 chapters:
1. Marketing: Creating Customer Value and Engagment
2. Company and Marketing Strategy: Partnering to Build Customer Engagment, Value and Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Online, Social Media and Mobile Marketing
18. Creating Competitive Advantage
19. The Global Marketplace

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1 Reviews

gabriellakock | 01-29-2023 20:11 |

This document has assisted me in gaining a deeper understanding of marketing.

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Specifications

Level: Universiteit
School: Rijksuniversiteit Groningen
Course: International Business
Subject: International Marketing
All documents for this course ›
Course code: EBP661C05
Year of study: 2020
ISBN: 9781292220284
Chapters: 1–19
Edition: 17th
Document
Section: Summaries
Updated on: 02-08-2020
Made on: 02-03-2020
Type: .pdf
Pages: 40
Language: English
Tags
international marketing rug international marketing for ib international marketing for ib rug marketing rug marketing for ib rug marketing for ib international marketing summary international marketing notes

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Subjects of International Business - Rijksuniversiteit Groningen

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