Principles of Marketing: A Value-Based Approach
Nov 2013 · Bloomsbury Publishing
Ebook
428
Pages
reportRatings and reviews aren’t verified Learn More
About this ebook
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.
Written by a team of experienced instructors, Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.
About the author
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.
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.
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
