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Marketing Management (Arab World Editions) with MyMarketingLab Access Card

Marketing Management (Arab World Editions) with MyMarketingLab Access Card

Philip Kotler, Kevin Keller, Salah Hassan, Imad Baalbaki, Hamed Shamma

Aug 2012, Book with access code
ISBN13: 9781447925217
ISBN10: 1447925211
£54.00
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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 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

  • The history and evolution of marketing in the Arab region.
  • How marketing is similar or different in the Arab region when compared with other
  • markets.
  • 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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