Description
About The Book
This book provides a comprehensive introduction to the dynamic world of marketing and its essential role in modern business. It explores marketing concepts, customer needs, market research, consumer behavior, the marketing mix, and strategic decision-making. Covering the evolution from traditional approaches to digital and socially responsible marketing, the book highlights value creation, customer relationships, branding, and sustainable growth. It serves as a useful guide for students and readers seeking a strong foundation in contemporary marketing principles and practices.
About The Author:
Dr. Amer Hani Al-Qassem is an Associate Professor of Business Management with over 25 years of academic and leadership experience. His research focuses on HR management, digital transformation, leadership, and higher education.
Dr. EmadEddin AbuElEnain is an Associate Professor of Tourism Management and Economics with expertise in tourism planning, marketing, sustainability, and innovation.
Dr. Hazim Ryad Momani is an Assistant Professor and Dean in Hospitality and Tourism. His expertise includes hospitality marketing, food safety, supply chain management, and tourism research.
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