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Marketing Management (Arab World Editions) with MyMarketingLab Access Card

Paperback Engels 2012 9781447925217
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Samenvatting

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.

Specificaties

ISBN13:9781447925217
Taal:Engels
Bindwijze:paperback
Uitgever:Pearson Education
Hoofdrubriek:Marketing, Economie

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Inhoudsopgave

<p>Brief Contents</p> <p></p>Part 1 Understanding Marketing Management 2<p></p> <p>Chapter 1 Defining Marketing for The Arab World 2</p> <p>Chapter 2 Developing Marketing Strategies and Plans 32</p> <p></p>Part 2 Capturing Marketing Insights 64<p></p> <p>Chapter 3 Gathering Information and Scanning the Environment 64</p> <p>Chapter 4 Conducting Marketing Research and Forecasting Demand 90</p> <p></p>Part 3 Connecting With Customers 124<p></p> <p>Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124</p> <p>Chapter 6 Analyzing Consumer Markets 152</p> <p>Chapter 7 Analyzing Business Markets 180</p> <p>Chapter 8 Identifying Market Segments and Targets 206</p> <p></p>Part 4 Building Strong Brands 232<p></p> <p>Chapter 9 Creating Brand Equity 232</p> <p>Chapter 10 Crafting the Brand Positioning 262</p> <p>Chapter 11 Dealing With Competition 286</p> <p></p>Part 5 Shaping the Market Offerings 310<p></p> <p>Chapter 12 Setting Product Strategy 310</p> <p>Chapter 13 Designing and Managing Services 338</p> <p>Chapter 14 Developing Pricing Strategies and Programs 368</p> <p></p>Part 6 Delivering Value 402<p></p> <p>Chapter 15 Designing and Managing Integrated Marketing Channels 402</p> <p>Chapter 16 Managing Retailing, Wholesaling, and Logistics 434</p> <p></p>Part 7 Communicating Value 458<p></p> <p>Chapter 17 Designing and Managing Integrated Marketing</p> <p>Communications</p> <p>458</p> <p>Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,</p> <p>Events and Experiences, and Public Relations 484</p> <p>Chapter 19 Managing Personal Communications: Direct and Interactive</p> <p>Marketing,</p> <p>Word of Mouth, and Personal Selling 520</p> <p></p>Part 8 Creating Successful Long-Term Growth 556<p></p> <p>Chapter 20 Introducing New Market Offerings 556</p> <p>Chapter 21 Tapping Into Global Markets 588</p> <p>Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616</p> <p>Appendix A1</p> <p>Endnotes E1</p> <p>Glossary G1</p> <p>Index 000</p>

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        Marketing Management (Arab World Editions) with MyMarketingLab Access Card