Principles of Marketing (Arab World Editions) with MyMarketingLab

Principles of Marketing (Arab World Editions) with MyMarketingLab

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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 more

Product details

  • Mixed media product
  • 210 x 274 x 20mm | 1,239.98g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • 1408289075
  • 9781408289075

Table of contents

Feature matrix xivForeword xviiPreface xviiiAcknowledgments xxiiiPart 1 Defining Marketing and the Marketing Process 1Chapter 1 Marketing: Creating and Capturing Customer Value 2Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 36Chapter3 Analyzing the Marketing Environment 66Chapter 4 Marketing Research 94Chapter 5 Consumer Behavior 124Chapter 6 Business Markets and Business Buyer Behavior 152Chapter 7 Customer-Driven Marketing Strategy: Segmentation, Targeting & Positioning 176Chapter 8 Products, Services, and Brands: Building Customer Value 202Chapter 9 New-Product Development and Product Life-Cycle Strategies 238Chapter 10 Pricing 266Chapter 11 Communicating Customer Value: Integrated Marketing Communications Strategy 300Chapter 12 Promotion Mix Strategies: Advertising and Public Relations 326Chapter 13 Direct and Online Marketing: Building Direct Customer Relationships 368Chapter 14 Managing Marketing Channels 400Chapter 15 Creating Competitive Advantage 440Chapter 16 The Global Marketplace 466Chapter 17 Sustainable Marketing: Social Responsibility and Ethics 494Appendix 1 Marketing Plan A1Appendix 2 Marketing by the Numbers A11Appendix 3 Careers in Marketing A29References R1English-Arabic Glossary G1Index I1Credits C1show more