With the advent of evolution of cloud computing, large organizations have been scaling the on-premise IT infrastructure to the cloud. Although this being a popular practice, it lacks comprehensive efforts to study the aspects of automated negotiation of resources among cloud customers and providers. This paper proposes a full-fledged framework for the multi-party, multi-issue negotiation system for cloud resources. It introduces a robust cloud marketplace system to buy and sell cloud resources. The Belief-Desire-Intention (BDI) model-based cloud customer and provider agents concurrently negotiate on multiple issues, pursuing a hybrid tactic of time and resource-based dynamic deadline algorithms to generate offers and counter-offers. The cloud marketplace-based system is further augmented with the assignment of behavior norm score and reputation index to the agents to establish trust among them.