Principles of Marketing (Arab World Editions) with MyMarketingLab

 

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