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Full Description
Discover what makes a marketing campaign successful in this rapidly developing region through the Arab edition of this widely acclaimed textbook. Kotler and Armstrong's hugely successful approach has been adapted specifically for the Arab world, using Arab-world business examples, case studies and statistics as well as cultural and demographic insights. Emphasis is placed on making marketing ideas and concepts come alive by encouraging readers to apply established marketing principles to real companies in real situations.
Contents
Feature matrix xiv
Foreword xvii
Preface xviii
Acknowledgments xxiii
Part 1 Defining Marketing and the Marketing Process 1
Chapter 1 Marketing: Creating and Capturing Customer Value 2
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 36
Chapter3 Analyzing the Marketing Environment 66
Chapter 4 Marketing Research 94
Chapter 5 Consumer Behavior 124
Chapter 6 Business Markets and Business Buyer Behavior 152
Chapter 7 Customer-Driven Marketing Strategy: Segmentation, Targeting & Positioning 176
Chapter 8 Products, Services, and Brands: Building Customer Value 202
Chapter 9 New-Product Development and Product Life-Cycle Strategies 238
Chapter 10 Pricing 266
Chapter 11 Communicating Customer Value: Integrated Marketing Communications Strategy 300
Chapter 12 Promotion Mix Strategies: Advertising and Public Relations 326
Chapter 13 Direct and Online Marketing: Building Direct Customer Relationships 368
Chapter 14 Managing Marketing Channels 400
Chapter 15 Creating Competitive Advantage 440
Chapter 16 The Global Marketplace 466
Chapter 17 Sustainable Marketing: Social Responsibility and Ethics 494
Appendix 1 Marketing Plan A1
Appendix 2 Marketing by the Numbers A11
Appendix 3 Careers in Marketing A29
References R1
English-Arabic Glossary G1
Index I1
Credits C1
