Principles of Marketing

A Value-Based Approach

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Principles of Marketing by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi, Macmillan Education UK
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Author: Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi ISBN: 9780230392694
Publisher: Macmillan Education UK Publication: November 19, 2013
Imprint: Red Globe Press Language: English
Author: Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
ISBN: 9780230392694
Publisher: Macmillan Education UK
Publication: November 19, 2013
Imprint: Red Globe Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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