Principles of Marketing: A Value-Based Approach
- ISBN-10
- 1350305251
- ISBN-13
- 9781350305250
- 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.
Get the book
Other editions
Similar books
-
Principles of Marketing
By John F. Tanner, Jr., Mary Anne Raymond"Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.
-
Principles of Marketing
By Gary Armstrong, Philip Kotler, Lloyd C. HarrisRevised edition of the authors' Principles of marketing.
-
Principles of Marketing
By Gary M. Armstrong, Philip Kotler, Stewart AdamPrinciples of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition.
-
Principles of marketing
By John L. Stanton, CRISTINA CALVO PORRALThis book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same.
-
Principles of Marketing Engineering, 2nd Edition
By Gary L. Lilien, Arvind Rangaswamy, Arnaud De BruynGary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn ... If we look at the profit stream over time, an appropriate way to deal with long-run profits is to take the present value (PV) of that profit stream: ...
-
Principles of Marketing
By Gordon H. G. McDougall, Philip KotlerPrinciples of Marketing
-
Principles of Marketing
By Philip KotlerThis is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
-
Principles of Marketing, Global Edition
By Gary Armstrong, Philip KotlerWould you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take: 1.
-
Principles of Marketing for a Digital Age
By Tracy L. TutenThe book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case ...
-
Marketing: An Introduction
By Rosalind Masterson, David PicktonMcDonald, M. (2008) Malcolm McDonald on Marketing Planning. London: Kogan Page. Melewar, T.C., Pickton, D., Gupta, S. and Chigovanyika, T. (2009) 'MNE executive insights into international advertising programme standardisation', ...