Marketing Management (Arab World Editions) with MyMarketingLab Access Card
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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.
Brief ContentsPart 1 Understanding Marketing Management 2
Chapter 1 Defining Marketing for The Arab World 2
Chapter 2 Developing Marketing Strategies and Plans 32Part 2 Capturing Marketing Insights 64
Chapter 3 Gathering Information and Scanning the Environment 64
Chapter 4 Conducting Marketing Research and Forecasting Demand 90Part 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 206Part 4 Building Strong Brands 232
Chapter 9 Creating Brand Equity 232
Chapter 10 Crafting the Brand Positioning 262
Chapter 11 Dealing With Competition 286Part 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 368Part 6 Delivering Value 402
Chapter 15 Designing and Managing Integrated Marketing Channels 402
Chapter 16 Managing Retailing, Wholesaling, and Logistics 434Part 7 Communicating Value 458
Chapter 17 Designing and Managing Integrated Marketing
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 484
Chapter 19 Managing Personal Communications: Direct and Interactive
Word of Mouth, and Personal Selling 520Part 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
- The history and evolution of marketing in the Arab region.
- How marketing is similar or different in the Arab region when compared with other
- Economic, social and political similarities and differences within the Arab region itself.
- International, Pan-Arab and local examples and case studies.
- Case studies of successful international brands in Arab markets.
- Case studies of successful Arab brands in regional and international markets.
- Analysis of why some brands find it difficult to flourish in the region.
Expert Reviews"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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