"Professors Hassan, Baalbaki, and Shamma have done a superbjob in systematically addressing strategic issues pertaining to theArab world and in bringing the most popular marketingmanagement text in the world to future Arab marketers."  Philip Kotler and Kevin Lane Keller

• Brief Contents Part 1 Understanding Marketing Management 2Chapter 1 Defining Marketing for The Arab World 2Chapter 2 Developing Marketing Strategies and Plans 32 Part 2 Capturing Marketing Insights 64Chapter 3 Gathering Information and Scanning the Environment 64Chapter 4 Conducting Marketing Research and Forecasting Demand 90 Part 3 Connecting With Customers 124Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124Chapter 6 Analyzing Consumer Markets 152Chapter 7 Analyzing Business Markets 180Chapter 8 Identifying Market Segments and Targets 206 Part 4 Building Strong Brands 232Chapter 9 Creating Brand Equity 232Chapter 10 Crafting the Brand Positioning 262Chapter 11 Dealing With Competition 286 Part 5 Shaping the Market Offerings 310Chapter 12 Setting Product Strategy 310Chapter 13 Designing and Managing Services 338Chapter 14 Developing Pricing Strategies and Programs 368 Part 6 Delivering Value 402Chapter 15 Designing and Managing Integrated Marketing Channels 402Chapter 16 Managing Retailing, Wholesaling, and Logistics 434 Part 7 Communicating Value 458Chapter 17 Designing and Managing Integrated MarketingCommunications458Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public Relations 484Chapter 19 Managing Personal Communications: Direct and InteractiveMarketing,Word of Mouth, and Personal Selling 520 Part 8 Creating Successful Long-Term Growth 556Chapter 20 Introducing New Market Offerings 556Chapter 21 Tapping Into Global Markets 588Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616Appendix A1Endnotes E1Glossary G1Index 000

"Professors Hassan, Baalbaki, and Shamma have done a superbjob in systematically addressing strategic issues pertaining to theArab world and in bringing the most popular marketingmanagement text in the world to future Arab marketers."  Philip Kotler and Kevin Lane Keller

• Brief Contents Part 1 Understanding Marketing Management 2Chapter 1 Defining Marketing for The Arab World 2Chapter 2 Developing Marketing Strategies and Plans 32 Part 2 Capturing Marketing Insights 64Chapter 3 Gathering Information and Scanning the Environment 64Chapter 4 Conducting Marketing Research and Forecasting Demand 90 Part 3 Connecting With Customers 124Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124Chapter 6 Analyzing Consumer Markets 152Chapter 7 Analyzing Business Markets 180Chapter 8 Identifying Market Segments and Targets 206 Part 4 Building Strong Brands 232Chapter 9 Creating Brand Equity 232Chapter 10 Crafting the Brand Positioning 262Chapter 11 Dealing With Competition 286 Part 5 Shaping the Market Offerings 310Chapter 12 Setting Product Strategy 310Chapter 13 Designing and Managing Services 338Chapter 14 Developing Pricing Strategies and Programs 368 Part 6 Delivering Value 402Chapter 15 Designing and Managing Integrated Marketing Channels 402Chapter 16 Managing Retailing, Wholesaling, and Logistics 434 Part 7 Communicating Value 458Chapter 17 Designing and Managing Integrated MarketingCommunications458Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public Relations 484Chapter 19 Managing Personal Communications: Direct and InteractiveMarketing,Word of Mouth, and Personal Selling 520 Part 8 Creating Successful Long-Term Growth 556Chapter 20 Introducing New Market Offerings 556Chapter 21 Tapping Into Global Markets 588Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616Appendix A1Endnotes E1Glossary G1Index 000

"Professors Hassan, Baalbaki, and Shamma have done a superbjob in systematically addressing strategic issues pertaining to theArab world and in bringing the most popular marketingmanagement text in the world to future Arab marketers."  Philip Kotler and Kevin Lane Keller

• Brief Contents Part 1 Understanding Marketing Management 2Chapter 1 Defining Marketing for The Arab World 2Chapter 2 Developing Marketing Strategies and Plans 32 Part 2 Capturing Marketing Insights 64Chapter 3 Gathering Information and Scanning the Environment 64Chapter 4 Conducting Marketing Research and Forecasting Demand 90 Part 3 Connecting With Customers 124Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124Chapter 6 Analyzing Consumer Markets 152Chapter 7 Analyzing Business Markets 180Chapter 8 Identifying Market Segments and Targets 206 Part 4 Building Strong Brands 232Chapter 9 Creating Brand Equity 232Chapter 10 Crafting the Brand Positioning 262Chapter 11 Dealing With Competition 286 Part 5 Shaping the Market Offerings 310Chapter 12 Setting Product Strategy 310Chapter 13 Designing and Managing Services 338Chapter 14 Developing Pricing Strategies and Programs 368 Part 6 Delivering Value 402Chapter 15 Designing and Managing Integrated Marketing Channels 402Chapter 16 Managing Retailing, Wholesaling, and Logistics 434 Part 7 Communicating Value 458Chapter 17 Designing and Managing Integrated MarketingCommunications458Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public Relations 484Chapter 19 Managing Personal Communications: Direct and InteractiveMarketing,Word of Mouth, and Personal Selling 520 Part 8 Creating Successful Long-Term Growth 556Chapter 20 Introducing New Market Offerings 556Chapter 21 Tapping Into Global Markets 588Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616Appendix A1Endnotes E1Glossary G1Index 000