Test Bank (Complete Download) for Marketing Management (Arab World Editions), Salah S. Hassan, Imad B. Baalbaki, Hamed M. Shamma, Philip Kotler, Kevin Lane Keller, ISBN-10: 1447925211, ISBN-13: 9781447925217, ISBN-10: 1408252732, ISBN-13: 9781408252734, Instantly Downloadable Test Bank, Complete (ALL CHAPTERS) TestBank
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Table of 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
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 484
Chapter 19 Managing Personal Communications: Direct and Interactive
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