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. Accompanying online resources for this title can be found at bloomsburyonlineresources.com/principles-of-marketing. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

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.


Book Information
ISBN 9780230392700
Author Ayantunji Gbadamosi
Format Paperback
Page Count 428
Imprint Red Globe Press
Publisher Bloomsbury Publishing PLC
Weight(grams) 767g