Pages: 495
Published: 2019
Binding: Hardback
Edition: 2
Print Color: White
Size (cm): 0.620
Barcode: 9789957181076

Weight: 620 grams
Dimensions: 17 × 24 cm

Introduction
The field of marketing has significantly evolved in advanced countries, both scientifically and practically, driving economic growth forward. However, in developing nations, marketing remains in its infancy in both these aspects. Most Arabic marketing literature has been traditional, often listing marketing activities without addressing modern theories like the marketing concept or systems theory in marketing.

This book is titled "Principles of Modern Marketing: Between Theory and Application," adding a new dimension to the Arabic marketing library by embracing modern marketing theories such as the modern marketing concept, systems concept, and market segmentation. It emphasizes applications, drawing practical cases from the author's experience in major Arab companies.

• Uses systems theory to structure the content, providing practical examples.
• Aligns with the modern marketing concept, suitable for students and professionals.

Target Audience:
• Marketing students at Arab universities and training institutes.
• Managers and practitioners in various marketing fields.
• Employees and traders in different sectors.
• The general reader interested in cultural awareness.

The book follows recognized academic curricula, featuring chapter objectives, summaries, references, and questions. Most chapters have been published in peer-reviewed journals.

Despite the extensive effort over seven years, the book remains subject to human error. The author welcomes any feedback for improvements in future editions.

The Author
Dr. Abdul Aziz Abu Nubaa