Overview

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.

Full Product Details

Author:   Salah Hassan ,  Imad Baalbaki ,  Hamed Shamma ,  Philip Kotler
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   Arab world ed
Dimensions:   Width: 21.00cm , Height: 2.50cm , Length: 27.50cm
Weight:   1.490kg
ISBN:  

9781447925217

ISBN 10:   1447925211
Publication Date:   09 August 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Mixed media product
Publisher's Status:   Active
Availability:   Available To Order  
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Table of 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

Reviews

Professors Hassan, Baalbaki, and Shamma have done a superbjob in systematically addressing strategic issues pertaining to theArab world and in bringing the most popular marketingmanagement text in the world to future Arab marketers. Philip Kotler and Kevin Lane Keller

Professors Hassan, Baalbaki, and Shamma have done a superb job in systematically addressing strategic issues pertaining to the Arab world and in bringing the most popular marketing management text in the world to future Arab marketers. Philip Kotler and Kevin Lane Keller

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