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Marketing Management (Arab World Editions) with MyMarketingLab Access Card, m. 1 Beilage, m. 1 Online-Zugang

BundleNon-Book
Englisch
Pearson ELTerschienen am09.08.2012
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.mehr

Produkt

KlappentextThis 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.
Details
ISBN/GTIN978-1-4479-2521-7
ProduktartBundle
EinbandartNon-Book
Erscheinungsjahr2012
Erscheinungsdatum09.08.2012
SpracheEnglisch
Gewicht1490 g
Artikel-Nr.43888542
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
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 000mehr

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