Principles of Marketing A Value-Based Approach

by Gbadamosi, Ayantunji; Nwankwo, Sonny; Bathgate, Ian

• ISBN13: 9780230392700
• ISBN10: 0230392709
• Format: Paperback
• Copyright: 2013-12-03
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

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. Creating Value-oriented Marketing Strategy: Segmentation, Targeting and Positioning; Uzoamaka Anozie
6. Product Strategies: 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 and Strategy for Value Delivery; Zubin Sethna
12. Marketing in a Global Context; Tao Chang and Shuyu Lin
13. Social Media Marketing; Chris Imafidon