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

More books from Macmillan Education UK

Cover of the book Economics for Business by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Looked After Children by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Understanding People by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Depression by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Academic Success by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Citizens, Consumers and the NHS by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Culture and Identity by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Falling Down by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Animal Cognition by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book The Transformation and Decline of the British Empire by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Reimagining Spaces for Learning in Higher Education by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Americans and the Wars of the Twentieth Century by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Resilience in Childhood by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book The Creative Writing Handbook by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
Cover of the book Shakespeare and the Making of Theatre by Ian Bathgate, Sonny Nwankwo, Ayantunji Gbadamosi
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy