Principles of Marketing: A Value-Based Approach

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9780230392700: Principles of Marketing: A Value-Based Approach

Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering – including the reputation of the organization, staff representation, product benefits, and technological characteristics – and benchmark this against competitors' market offerings and prices.

In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment.

Key Features:
* Adopts a value-based approach throughout
* Presents the fundamentals of marketing in a clear and concise manner
* Fully developed pedagogy to aid student learning
* Real-life international case studies show marketing in action
* Dedicated chapter on social media and Internet marketing
* ESL feature helps international students get to grips with complex vocabulary

Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.

"synopsis" may belong to another edition of this title.

About the Author:

Ayantunji Gbadamosi is Senior Lecturer of Marketing and Deputy Leader, Research Group for Marketing and Consumption Practice at the University of East London, UK.

Sonny Nwankwo is Professor of Marketing and Director for Research and Enterprise at the University of East London, UK.

Ian Bathgate is Principal Lecturer and Field Leader for Strategy, Operations, Marketing, and Management at the University of East London, UK.

"About this title" may belong to another edition of this title.

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Ayantunji Gbadamosi; Ian Bathgate; Sonny Nwankwo
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Book Description Book Condition: New. Publisher/Verlag: Macmillan Education | A Value-Based Approach | 'An engaging, introductory textbook designed to help students develop an understanding of the basic principles of marketing and how they can be applied in practical settings to create superior value for customers. | Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering - including the reputation of the organization, staff representation, product benefits, and technological characteristics - and benchmark this against competitors' market offerings and prices.In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment.Key Features:Adopts a value-based approach throughoutPresents the fundamentals of marketing in a clear and concise mannerFully developed pedagogy to aid student learningReal-life international case studies show marketing in actionDedicated chapter on social media and Internet marketingESL feature helps international students get to grips with complex vocabularyPrinciples of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing. | 1. The Purpose of Marketing; Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo.- 2. Understanding the Marketing Environment; Peter Taylor.- 3. Consumer Buying Behaviour; Hina Khan.- 4. Managing Marketing Information for Value Creation; Ayantunji Gbadamosi and Kaushik.V Pandya.- 5. Marketing Strategy: Segmentation, Targeting and Positioning; Uzoamaka Anozie.- 6. The Product as a Point of Value; Maktoba Omar, Collins Osei, Robert L. Williams, Jr. and Helena A. Williams.- 7. Pricing Strategies; Emmanuel Ohohe.- 8. Value-Added Distribution Strategies; Dulekha Kasturiratne and Hugh D Conway.- 9. Marketing Communications Strategy: Communicating the Value; Linda Phillips and Sue Clews.- 10. Services Marketing; Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy.- 11. Marketing Planning for Value Delivery; Zubin Sethna.- 12. Marketing in a Global Context; Tao Chang and Shuyu Lin.- 13. Social Media Marketing; Chris Imafidon. | Format: Paperback | Language/Sprache: english | 827 gr | 246x189x24 mm | 428 pp. Bookseller Inventory # K9780230392700

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AYANTUNJI GBADAMOSI, Ian Bathgate, Sonny Nwankwo
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Book Description Palgrave MacMillan, United Kingdom, 2014. Paperback. Book Condition: New. 2014. Language: English . Brand New Book. Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering - including the reputation of the organization, staff representation, product benefits, and technological characteristics - and benchmark this against competitors market offerings and prices.In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment.Key Features:* Adopts a value-based approach throughout* Presents the fundamentals of marketing in a clear and concise manner* Fully developed pedagogy to aid student learning* Real-life international case studies show marketing in action* Dedicated chapter on social media and Internet marketing* ESL feature helps international students get to grips with complex vocabularyPrinciples of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing. Bookseller Inventory # SPR9780230392700

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AYANTUNJI GBADAMOSI, Ian Bathgate, Sonny Nwankwo
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ISBN 10: 0230392709 ISBN 13: 9780230392700
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Book Description Palgrave MacMillan, United Kingdom, 2014. Paperback. Book Condition: New. 2014. Language: English . Brand New Book. Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering - including the reputation of the organization, staff representation, product benefits, and technological characteristics - and benchmark this against competitors market offerings and prices.In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment.Key Features:* Adopts a value-based approach throughout* Presents the fundamentals of marketing in a clear and concise manner* Fully developed pedagogy to aid student learning* Real-life international case studies show marketing in action* Dedicated chapter on social media and Internet marketing* ESL feature helps international students get to grips with complex vocabularyPrinciples of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing. Bookseller Inventory # SPR9780230392700

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