Ayantunji Gbadamosi – författare

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.Accompanying online resources for this title can be found at bloomsburyonlineresources.com/principles-of-marketing. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing.This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.

This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing.This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.

This book contributes to the ongoing discussion around entrepreneurship in Africa and how it can be made more sustainable. The chapters included highlight the need to consider the grey area between private and public sector dichotomy, which has been the focus of previous research efforts. The contributors to this book offer an intersectional view of entrepreneurship and widen the lens of inquiry to include informal sectors in discussions pertaining to innovation in business. The individual chapters consider economic and sociocultural contexts, the role of gender, the effect of militancy on entrepreneurship and informal small and medium enterprises. By doing so, this book argues that the neglect accorded to the informal and self-employment sectors may have hampered African business development in various ways. This book is a significant new contribution to studying informality in relation to business and entrepreneurship. It will be of interest to researchers and advanced students of business, economics, politics, sociology, public policy, and development studies.This book was originally published as a special issue of the Journal of African Business.

This book contributes to the ongoing discussion around entrepreneurship in Africa and how it can be made more sustainable. The chapters included highlight the need to consider the grey area between private and public sector dichotomy, which has been the focus of previous research efforts. The contributors to this book offer an intersectional view of entrepreneurship and widen the lens of inquiry to include informal sectors in discussions pertaining to innovation in business. The individual chapters consider economic and sociocultural contexts, the role of gender, the effect of militancy on entrepreneurship and informal small and medium enterprises. By doing so, this book argues that the neglect accorded to the informal and self-employment sectors may have hampered African business development in various ways. This book is a significant new contribution to studying informality in relation to business and entrepreneurship. It will be of interest to researchers and advanced students of business, economics, politics, sociology, public policy, and development studies.This book was originally published as a special issue of the Journal of African Business.

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges, and opportunities faced by businesses today. SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include: A consideration of social media imperatives on SME marketing; Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding; Updated international case studies drawn from diverse backgrounds; Hands-on practical explorations based on real-life tasks to encourage deeper understanding. This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate levels, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges, and opportunities faced by businesses today. SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include: A consideration of social media imperatives on SME marketing; Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding; Updated international case studies drawn from diverse backgrounds; Hands-on practical explorations based on real-life tasks to encourage deeper understanding. This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate levels, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with  technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory.

Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with  technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory.

Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

Examining how religion influences the dynamics of consumption in developing nations, this book illuminates the strategic placement of these nations on the global marketing stage both in terms of their current economic outlook and potential for growth.Expert contributors highlight the individual aspects of religion that influence consumers, from perception of the self and motivations to personality and attitude. Discussing consumers’ religiosity and consumption in a range of cultural and social settings, taking social class, sub-cultures and values into consideration, the contributors analyse how these factors interrelate to shape family and societal consumption issues. Chapters also explore the ethical issues related to consumption and religion as well as the place of religion in branding and brand culture in developing nations. Taking a broad approach, the book draws on examples of practices from religions including Christianity, Islam, Hinduism, Buddhism, Judaism, Sikhism, Atheism, and African Traditional Religions.This book will be a valuable resource for scholars and students of marketing, consumer behaviour and economic psychology. Its insights into consumption practices in religious contexts will also be beneficial for business managers and policy makers.

Apart from luxury brand consumption, social media marketing, and consumer protection in relation to branding context, other contemporary topics such as ethics, and sustainable consumption in relation to branding, are also covered with regard to brands and branding in the book.

In an era of digital transformation, remote work, and mounting psychological strain, this book redefines how we understand work, identity, and organizational purpose. It frames the modern workplace as a dynamic psychological ecosystem where autonomy, ethical engagement, and well-being are essential for sustainable success. Drawing on autonomous psychology, psychological marketing, and contemplative practices, the book presents a transdisciplinary framework for aligning individual employee development with corporate goals. International contributors examine topics including internal marketing, talent management, cross-cultural burnout, environmental psychology, and spiritual marketing. Case studies from organizations such as Google, Lululemon, and Headspace demonstrate how mindfulness, workplace design, and self-directed development can transform employee experience and organizational performance. Combining research and practical application, this volume offers actionable insights for scholars and professionals in business, psychology, human resource management, and organizational studies. It also provides leaders and managers the tools to design workplaces that promote well-being and collective success amid digital change and ethical complexity.

Contemporary Marketing Practices in Africa: Technological and Strategic Perspectives is the first volume in a series of two published to honor Professor Kofi Q. Dadzie’s enduring contributions to African business and development scholarship and his leadership in advancing research capacity and elevating global visibility of African scholarship.This first volume offers a context‑rooted examination of how digital technologies, evolving consumer behaviour, and strategic decision‑making are reshaping marketing practice and theories across African markets to create and deliver customer value. Departing from traditional Western‑centric marketing approaches and drawing on contributions from leading African and international scholars, it presents multidisciplinary insights that address the continent’s institutional complexity, cultural diversity, and uneven technological adoption, preparing readers for the ethical and sustainability debates addressed in Volume 2.This volume will appeal to scholars, graduate students, practitioners, and policymakers seeking a grounded understanding of evolving consumer behaviour, shifting marketing strategies, and technology‑driven marketing transformation in African contexts.