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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.

Focusing on the intersection of technology and consumer behavior, this textbook examines how advancements influence decision-making on a global scale. It provides readers with a foundational understanding of the principles of consumer behavior, highlighting both individual and group consumption choices. Through its insights, the book aims to enhance comprehension of the evolving dynamics between technology and consumer engagement.

Focusing on the intersection of theory and practical insights, this book provides a comprehensive exploration of current marketing challenges. It integrates academic perspectives with real-world applications, offering readers a nuanced understanding of contemporary issues in the marketing landscape.