Principles of Marketing: A Value-Based Approach - Softcover

Gbadamosi, Ayantunji; Bathgate, Ian; Nwankwo, Sonny

Softcover

ISBN 10: 0230392709 ISBN 13: 9780230392700

Publisher: Red Globe Press, 2013

Synopsis

This user-friendly textbook offers students an overview of each aspect of the marketing process, explored uniquely from the value perspective. 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. Principles of Marketing takes this thoroughly into account and ensures that students develop a strong understanding of these essential values. 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.

Written by a team of experienced instructors, Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.

About 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.
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.

From the Back Cover

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.

Edition details

• Publisher: Red Globe Press
• Publication date: 2013
• Language: English
• ISBN 10: 0230392709
• ISBN 13: 9780230392700
• Binding: Paperback
• Number of pages: 428