Principles of Marketing (Arab World Editions) with MyMarketingLab

Ahmad Tolba, Anwar Habib, Philip Kotler, Gary Armstrong (Autoren)

Media-Kombination

2011
Pearson Education Limited
978-1-4082-8907-5 (ISBN)

Artikel merken

Discover what makes a marketing campaign successful in this rapidly developing region through the Arab edition of this widely acclaimed textbook. Kotler and Armstrong's hugely successful approach has been adapted specifically for the Arab world, using Arab-world business examples, case studies and statistics as well as cultural and demographic insights. Emphasis is placed on making marketing ideas and concepts come alive by encouraging readers to apply established marketing principles to real companies in real situations.

Feature matrix xiv

Foreword xvii

Preface xviii

Acknowledgments xxiii

Part 1 Defining Marketing and the Marketing Process 1

Chapter 1 Marketing: Creating and Capturing Customer Value 2

Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 36
Chapter3 Analyzing the Marketing Environment 66

Chapter 4 Marketing Research 94

Chapter 5 Consumer Behavior 124

Chapter 6 Business Markets and Business Buyer Behavior 152

Chapter 7 Customer-Driven Marketing Strategy: Segmentation, Targeting & Positioning 176

Chapter 8 Products, Services, and Brands: Building Customer Value 202

Chapter 9 New-Product Development and Product Life-Cycle Strategies 238

Chapter 10 Pricing 266

Chapter 11 Communicating Customer Value: Integrated Marketing Communications Strategy 300

Chapter 12 Promotion Mix Strategies: Advertising and Public Relations 326

Chapter 13 Direct and Online Marketing: Building Direct Customer Relationships 368

Chapter 14 Managing Marketing Channels 400

Chapter 15 Creating Competitive Advantage 440

Chapter 16 The Global Marketplace 466

Chapter 17 Sustainable Marketing: Social Responsibility and Ethics 494

Appendix 1 Marketing Plan A1

Appendix 2 Marketing by the Numbers A11

Appendix 3 Careers in Marketing A29

References R1

English-Arabic Glossary G1

Index I1

Credits C1

Erscheint lt. Verlag	22.12.2011
Verlagsort	Harlow
Sprache	englisch
Maße	214 x 261 mm
Gewicht	1220 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4082-8907-5 / 1408289075
ISBN-13	978-1-4082-8907-5 / 9781408289075
Zustand	Neuware