Principles of Marketing: A Value-Based Approach

Principles of Marketing: A Value-Based Approach
ISBN-10
0230392695
ISBN-13
9780230392694
Series
Principles of Marketing
Category
Business & Economics
Pages
428
Language
English
Published
2013-11-19
Publisher
Bloomsbury Publishing
Authors
Ayantunji Gbadamosi, Ian Bathgate, Sonny Nwankwo

Description

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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