Principles of Marketing
A Value-Based Approach
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Beschreibung
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.
In Principles of Marketing each part of the marketing process is explored from the value perspective. 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.
Key Features:
* Adopts a value-based approach throughout
* Presents the fundamentals of marketing in a clear and concise manner
* Fully developed pedagogy to aid student learning
* Real-life international case studies show marketing in action
* Dedicated chapter on social media and Internet marketing
* ESL feature helps international students get to grips with complex vocabulary
Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.
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.
- Adopts a value-based approach throughout, proving students with a firm theoretical framework upon which to build their understanding
- Presents the subject matter in a clear and concise manner, supported by plentiful examples, helpful diagrams, and an attractive and spacious page design
- Fully developed pedagogy to aid student learning and engagement
- Accessibly divided into thirteen chapters covering all of the core topics within marketing, making it perfect for semester-based teaching
- Provides a dedicated chapter on social media and Internet marketing
- Real-life international case studies show marketing in action
- Offers a dedicated companion website with a wealth of instructor and student resources, including additional multiple choice questions and answers, lecture slides, a glossary and answers to the case studies found in the book
- ESL feature helps international students get to grips with complex vocabulary
Autor*in
Ayantunji Gbadamosi
Themen in »Principles of Marketing«
Distribution communication marketing pricing social media