Table of Contents

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.

About the Author

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.