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Principles of Marketing

Principles of Marketing

A Value-Based Approach

by Ayantunji GbadamosiSonny Nwankwo and Ian Bathgate
Paperback
Publication Date: 19/11/2013
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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.
ISBN:
9780230392700
9780230392700
Category:
Sales & marketing
Format:
Paperback
Publication Date:
19-11-2013
Language:
English
Publisher:
Macmillan Education UK
Country of origin:
United Kingdom
Pages:
428
Dimensions (mm):
246x189x24mm
Weight:
0.88kg

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