Principles of Marketing

Principles of Marketing

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Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic — This textbook employs the term "offering&qu...

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Bibliographic Details
Format: Electronic eBook
Language:English
Published: [Place of publication not identified] University of Minnesota Libraries Publishing [2015]
Series:Open textbook library.
Subjects:
Business > Textbooks
Marketing > Textbooks
Online Access:Access online version
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Table of Contents:
  • Chapter 1: What is Marketing?
  • Chapter 2: Strategic Planning
  • Chapter 3: Consumer Behavior: How People Make Buying Decisions
  • Chapter 4: Business Buying Behavior
  • Chapter 5: Market Segmenting, Targeting, and Positioning
  • Chapter 6: Creating Offerings
  • Chapter 7: Developing and Managing Offerings
  • Chapter 8: Using Marketing Channels to Create Value for Customers
  • Chapter 9: Using Supply Chains to Create Value for Customers
  • Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
  • Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
  • Chapter 12: Public Relations, Social Media, and Sponsorships
  • Chapter 13: Professional Selling
  • Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
  • Chapter 15: Price, the Only Revenue Generator
  • Chapter 16: The Marketing Plan

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