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Principles of Marketing By Ayantunji Gbadamosi

Principles of Marketing by Ayantunji Gbadamosi

Condition - Very Good
Only 2 left


An engaging, introductory textbook designed to help students develop an understanding of the basic principles of marketing and how they can be applied in practical settings to create superior value for customers.

Principles of Marketing Summary

Principles of Marketing: A Value-Based Approach by Ayantunji Gbadamosi

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.

About Ayantunji Gbadamosi

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.

Table of Contents

1. The Purpose of Marketing; Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo.- 2. Understanding the Marketing Environment; Peter Taylor.- 3. Consumer Buying Behaviour; Hina Khan.- 4. Managing Marketing Information for Value Creation; Ayantunji Gbadamosi and Kaushik.V Pandya.- 5. Marketing Strategy: Segmentation, Targeting and Positioning; Uzoamaka Anozie.- 6. The Product as a Point of Value; Maktoba Omar, Collins Osei, Robert L. Williams, Jr. and Helena A. Williams.- 7. Pricing Strategies; Emmanuel Ohohe.- 8. Value-Added Distribution Strategies; Dulekha Kasturiratne and Hugh D Conway.- 9. Marketing Communications Strategy: Communicating the Value; Linda Phillips and Sue Clews.- 10. Services Marketing; Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy.- 11. Marketing Planning for Value Delivery; Zubin Sethna.- 12. Marketing in a Global Context; Tao Chang and Shuyu Lin.- 13. Social Media Marketing; Chris Imafidon.

Additional information

Principles of Marketing: A Value-Based Approach by Ayantunji Gbadamosi
Used - Very Good
Macmillan Education UK
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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