Principles of Marketing

A Value-Based Approach

by Ayantunji Gbadamosi, Ian K. Bathgate and Sonny Nwankwo

Table of contents

  1. The Purpose of Marketing
  2. Understanding the Marketing Environment
  3. Consumer Buying Behaviour
  4. Managing Marketing Information for Value Creation
  5. Marketing Strategy: Segmentation, Targeting and Positioning
  6. The Product as a Point of Value
  7. Pricing Strategies
  8. Value-Added Distribution Strategies
  9. Marketing Communications Strategies
  10. Services Marketing
  11. Marketing Planning for Value Delivery
  12. Marketing in a Global Context
  13. Social Media Marketing