These resources are designed to support teaching and learning when using this textbook and are available at no extra cost. Accompanying online resources for this title can be found at /principles-of-marketing. Written by a team of experienced instructors, Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing. It encompasses marketings role in a dynamic business environment and leads students to understand how organisations use the principles of marketing to meet. 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. Principles of Marketing takes this thoroughly into account and ensures that students develop a strong understanding of these essential values. 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. Delivering value to customers is an integral part of contemporary marketing. This user-friendly textbook offers students an overview of each aspect of the marketing process, explored uniquely from the value perspective.
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