Principles of 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. 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.

• 1. The Purpose of Marketing; Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo2. Understanding the Marketing Environment; Peter Taylor3. Consumer Buying Behaviour; Hina Khan4. Managing Marketing Information for Value Creation; Ayantunji Gbadamosi and Kaushik.V Pandya5. Marketing Strategy: Segmentation, Targeting and Positioning; Uzoamaka Anozie6. The Product as a Point of Value; Maktoba Omar, Collins Osei, Robert L. Williams, Jr. and Helena A. Williams7. Pricing Strategies; Emmanuel Ohohe8. Value-Added Distribution Strategies; Dulekha Kasturiratne and Hugh D Conway9. Marketing Communications Strategy: Communicating the Value; Linda Phillips and Sue Clews10. Services Marketing; Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy11. Marketing Planning for Value Delivery; Zubin Sethna12. Marketing in a Global Context; Tao Chang and Shuyu Lin13. Social Media Marketing; Chris Imafidon.