Test Bank for Marketing Management (Arab World Editions), Salah S. Hassan, Imad B. Baalbaki, Hamed M. Shamma Philip Kotler Kevin Lane Keller

Test Bank for Marketing Management (Arab World Editions), Salah S. Hassan, Imad B. Baalbaki, Hamed M. Shamma, Philip Kotler, Kevin Lane Keller,,

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Table of Contents
Brief Contents
Part 1 Understanding Marketing Management 2
Chapter 1 Defining Marketing for The Arab World 2
Chapter 2 Developing Marketing Strategies and Plans 32
Part 2 Capturing Marketing Insights 64
Chapter 3 Gathering Information and Scanning the Environment 64
Chapter 4 Conducting Marketing Research and Forecasting Demand 90
Part 3 Connecting With Customers 124
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 124
Chapter 6 Analyzing Consumer Markets 152
Chapter 7 Analyzing Business Markets 180
Chapter 8 Identifying Market Segments and Targets 206
Part 4 Building Strong Brands 232
Chapter 9 Creating Brand Equity 232
Chapter 10 Crafting the Brand Positioning 262
Chapter 11 Dealing With Competition 286
Part 5 Shaping the Market Offerings 310
Chapter 12 Setting Product Strategy 310
Chapter 13 Designing and Managing Services 338
Chapter 14 Developing Pricing Strategies and Programs 368
Part 6 Delivering Value 402
Chapter 15 Designing and Managing Integrated Marketing Channels 402
Chapter 16 Managing Retailing, Wholesaling, and Logistics 434
Part 7 Communicating Value 458
Chapter 17 Designing and Managing Integrated Marketing
Communications
458
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 484
Chapter 19 Managing Personal Communications: Direct and Interactive
Marketing,
Word of Mouth, and Personal Selling 520
Part 8 Creating Successful Long-Term Growth 556
Chapter 20 Introducing New Market Offerings 556
Chapter 21 Tapping Into Global Markets 588
Chapter 22 Managing a Holistic Marketing Organization for the Long Run 616
Appendix A1
Endnotes E1
Glossary G1
Index 000