Test Bank For Foundations of Marketing, 6e John Fahy

Part 1: The Market-Led Organisation

Chapter 1: The Nature of Marketing

Chapter 2: The Global Marketing Environment

Chapter 3: Customer Behaviour

Chapter 4: Market Research & Customer Insights

Chapter 5: Market Segmentation, Targeting & Positioning

Part 2:Creating Customer Value

Chapter 6: Value Through Products & Brands

Chapter 7: Value Through Service & Relationships

Chapter 8: Value Through Pricing

Part 3: Delivering and Communicating Customer Value

Chapter 9: Distribution: Delivering Customer Value

Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques

Chapter 11: Integrated Marketing Communications II: Online Communications Techniques

Chapter 12: Marketing Planning & Strategy