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.

Ayantunji Gbadamosi is Senior Lecturer of Marketing and Deputy Leader, Research Group for Marketing and Consumption Practice at the University of East London, UK.

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.