Book Description: It is quite obvious that most of the textbooks used by academic faculties in developing countries are of Western origin; hence, the usefulness of such material in local environment is limited in scope. What is more, colleges and universities in developing countries are often called upon by their respective governments and societies to emphasize issues and problems relating to local needs. 

This marketing textbook, therefore, serves as relevant reading material for every student of marketing in developing countries. Furthermore, marketing students in developed countries would also benefit immensely from reading this book.

The book is well-researched. It is also highly readable and comprises seventeen chapters. The chapters examine various aspects of marketing starting with a cutting-edge overview of the course. Other relevant topics regarding the discipline of marketing such as marketing environment, consumer behaviour, organizational buying behaviour, market segmentation, marketing planning process, marketing research, marketing mix, product concept, price, distribution, promotion, service marketing, relationship marketing and international marketing have also been treated. 

Now in its second edition, Marketing: Principles and Practice requires no previous knowledge of marketing course, but offers a practical and fully comprehensive introduction to marketing for undergraduate and postgraduate students. Practitioners will also find it useful. The book is also designed to meet the needs of students taking professional examinations in marketing in developing countries and around the world. Each chapter is provided with carefully selected application questions. This edition also contains multiple choice questions and answers. A “student-friendly” approach was adopted in writing the book. Indeed, this book is your one-stop guide to understanding the principles and practice of marketing.

About the author: The author, Aderemi Adeleye is a lecturer in Marketing in the Department of Business Administration, University of Lagos, Akoka, Yaba, Nigeria. He has also written a number of articles in scholarly journals. He acquired considerable working experience in a consulting company and an advertising company in Nigeria. Furthermore, Aderemi also worked and studied at the Robert Gordon University, Aberdeen, United Kingdom. He is also a marketing consultant. Indeed, Aderemi Adeleye is a product of four universities, three of which are based in Nigeria and one is situated in United Kingdom.