Book description

The Introduction to marketing : a value exchange framework underlies the structure and content of this brand new introductory marketing offering. The role of marketing is to facilitate the achievement of the organisations objectives be it selling physical products, providing services, communicating ideas or generating knowledge both within and between itself and the wider community.

The concepts of understanding, creating, communicating and delivering value to the customer is the overriding approach of the book. The content and structure of the book reflect this. It is divided into six parts: Defining Value, Understanding Value, Creating Value, Communicating Value, Delivering Value and Managing Value Exchange

Historically marketing texts have focused on the 4 Ps - Products, Pricing, Promotion and Place. Over time the 7Ps developed. The Ps have become the standard levers that marketers pull to depending on operating conditions to arrive at some optimal combination of these 4 or 7 things. It is though the 4 or 7 Ps do not adequately summarise the complexity or diversity of the contemporary marketing environment from a social, economic or organisational perspective. The Value Exchange approach is a broader, more inclusive model. [Publisher's website - 4th ed. description]
 

About the Author

Professor Mark Gabbott is the head of the Department of Marketing at Monash University. Prior to his appointment at Monash University Professor Gabbott was a researcher and lecturer at the University of Stirling in the areas of Electronic and Direct Marketing, Services Marketing, Consumer Behaviour and Consumer Policy.

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