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Principles of Marketing (Arab World Editions) with MyMarketingLab

Paperback Engels 2011 9781408289075
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80,19

Samenvatting

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.

Specificaties

ISBN13:9781408289075
Taal:Engels
Bindwijze:paperback
Uitgever:Pearson Education

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Inhoudsopgave

<p>&nbsp;</p> <p>Feature matrix xiv</p> <p>Foreword xvii</p> <p>Preface xviii</p> <p>Acknowledgments xxiii</p> <p>Part 1 Defining Marketing and the Marketing Process 1</p> <p>Chapter 1 Marketing: Creating and Capturing Customer Value 2</p> <p>Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 36<br>Chapter3 Analyzing the Marketing Environment 66</p> <p>Chapter 4 Marketing Research 94</p> <p>Chapter 5 Consumer Behavior 124</p> <p>Chapter 6 Business Markets and Business Buyer Behavior 152</p> <p>Chapter 7 Customer-Driven Marketing Strategy: Segmentation, Targeting &amp; Positioning 176</p> <p>Chapter 8 Products, Services, and Brands: Building Customer Value 202</p> <p>Chapter 9 New-Product Development and Product Life-Cycle Strategies 238</p> <p>Chapter 10 Pricing 266</p> <p>Chapter 11 Communicating Customer Value: Integrated Marketing Communications Strategy 300</p> <p>Chapter 12 Promotion Mix Strategies: Advertising and Public Relations 326</p> <p>Chapter 13 Direct and Online Marketing: Building Direct Customer Relationships 368</p> <p>Chapter 14 Managing Marketing Channels 400</p> <p>Chapter 15 Creating Competitive Advantage 440</p> <p>Chapter 16 The Global Marketplace 466</p> <p>Chapter 17 Sustainable Marketing: Social Responsibility and Ethics 494</p> <p>Appendix 1 Marketing Plan A1</p> <p>Appendix 2 Marketing by the Numbers A11</p> <p>Appendix 3 Careers in Marketing A29</p> <p>References R1</p> <p>English-Arabic Glossary G1</p> <p>Index I1</p> <p>Credits C1</p> <p>&nbsp;</p> <p></p> <p></p> <p>&nbsp;</p> <p>&nbsp;</p> <p></p> <p></p>

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        Principles of Marketing (Arab World Editions) with MyMarketingLab