Marketing Management (Arab World Editions) with MyMarketingLab Access Card

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Marketing Management (Arab World Editions) with MyMarketingLab Access Card

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  • 言語 ENG
  • 商品コード 9781447925217
  • DDC分類 658.8

Full Description

This first edition of Marketing Management offers a unique perspective on the people, the markets, and culture of the Arab world. The adapting authors of this book, Baalbaki, Shamma and Hassan, have first-hand experience of the region and have used this knowledge to create a resource especially designed for this part of the world. Available in summer 2012, this book is a first of its kind, combining international marketing theory with an Arab perspective.

Contents

Brief Contents



Part 1 Understanding Marketing Management 2

Chapter 1 Defining Marketing for The Arab World 2

Chapter 2 Developing Marketing Strategies and Plans 32



Part 2 Capturing Marketing Insights 64

Chapter 3 Gathering Information and Scanning the Environment 64

Chapter 4 Conducting Marketing Research and Forecasting Demand 90



Part 3 Connecting With Customers 124

Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124

Chapter 6 Analyzing Consumer Markets 152

Chapter 7 Analyzing Business Markets 180

Chapter 8 Identifying Market Segments and Targets 206



Part 4 Building Strong Brands 232

Chapter 9 Creating Brand Equity 232

Chapter 10 Crafting the Brand Positioning 262

Chapter 11 Dealing With Competition 286



Part 5 Shaping the Market Offerings 310

Chapter 12 Setting Product Strategy 310

Chapter 13 Designing and Managing Services 338

Chapter 14 Developing Pricing Strategies and Programs 368



Part 6 Delivering Value 402

Chapter 15 Designing and Managing Integrated Marketing Channels 402

Chapter 16 Managing Retailing, Wholesaling, and Logistics 434



Part 7 Communicating Value 458

Chapter 17 Designing and Managing Integrated Marketing

Communications

458

Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,

Events and Experiences, and Public Relations 484

Chapter 19 Managing Personal Communications: Direct and Interactive

Marketing,

Word of Mouth, and Personal Selling 520



Part 8 Creating Successful Long-Term Growth 556

Chapter 20 Introducing New Market Offerings 556

Chapter 21 Tapping Into Global Markets 588

Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616

Appendix A1

Endnotes E1

Glossary G1

Index 000