Principles of Marketing : A Value-Based Approach (Paperback)

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.