Principles Of Marketing A Value-Based Approach

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.

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.


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. Accompanying online resources for this title can be found at bloomsburyonlineresources.com/principles-of-marketing. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.