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Palgrave Macmillan

Principles of Marketing

A Value-Based Approach

ISBN 9780230392700
Publication Date December 2013
Formats Paperback 
Publisher Palgrave Macmillan

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.

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.

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. Creating Value-oriented Marketing Strategy: Segmentation, Targeting and Positioning; Uzoamaka Anozie
6. Product Strategies: 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 and Strategy for Value Delivery; Zubin Sethna
12. Marketing in a Global Context; Tao Chang and Shuyu Lin
13. Social Media Marketing; Chris Imafidon

Peter Taylor, Amity Business School, UK
Hina Khan, Northumbria University, UK
Kaushik.V Pandya, Sheffield Hallam University, UK
Uzoamaka Anozie, Bournemouth University, UK
Maktoba Omar, Edinburgh Napier University, UK
Collins Osei, Edinburgh Napier University, UK
Robert L. Williams, Jr., Saint Mary's College, USA
Helena A. Williams, Mar-Kadam Marketing Associates, USA
Emmanuel Ohohe, London Metropolitan University, UK
Dulekha Kasturiratne, University of Plymouth, UK
Hugh D Conway, University of Plymouth, UK
Linda Phillips, Staffordshire University, UK
Sue Clews, Staffordshire University, UK
Hsiao-Pei (Sophie) Yang, Coventry University, UK
Sanjit Kumar Roy, Coventry University, UK
Zubin Sethna, University of Bedfordshire, UK
Tao Chang, Manchester Metropolitan University, UK
Shuyu Lin, Manchester Metropolitan University, UK
Chris Imafidon, University of East London, UK

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