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Macmillan Higher Education

Principles of Marketing

A Value-Based Approach

Author(s):
Publisher:

Palgrave

Pages: 428
Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9780230392700

03 December 2013

$69.99

In stock

Ebook - 9780230392694

19 November 2013

$59.99

In stock

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...

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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.

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  • Adopts a value-based approach throughout, proving students with a firm theoretical framework upon which to build their understanding
  • Presents the subject matter in a clear and concise manner, supported by plentiful examples, helpful diagrams, and an attractive and spacious page design
  • Fully developed pedagogy to aid student learning and engagement
  • Accessibly divided into thirteen chapters covering all of the core topics within marketing, making it perfect for semester-based teaching
  • Provides a dedicated chapter on social media and Internet marketing
  • Real-life international case studies show marketing in action
  • Offers a dedicated companion website with a wealth of instructor and student resources, including additional multiple choice questions and answers, lecture slides, a glossary and answers to the case studies found in the book
  • ESL feature helps international students get to grips with complex vocabulary

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.

  • A glossary of key terms
  • Multiple choice questions and answers for each chapter
  • A list of recommended website for further study
Visit the companion website at https://www.macmillanihe.com/companion/Gbadamosi-Principles-Of-Marketing/ or click through from under Further Actions above. 

Lecturer Resources (some are password protected) include:
  • Additional multiple choice questions and answers
  • Chapter-by-chapter lecture slides
  • The Coca-Cola case study

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    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.

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    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.

    Show Less

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