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Principles of Marketing

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Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students inter...

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Bibliographic Details
Main Authors: Gomez Albrecht, Maria (Author), Green, Mark (Author), Hoffman, Linda (Author)
Format: Electronic eBook
Language:English
Published: [Place of publication not identified] OpenStax [2022]
Series:Open textbook library.
Subjects:
Business > Textbooks
Marketing > Textbooks
Online Access:Access online version
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Table of Contents:
  • Unit 1. Setting the Stage
  • Chapter 1. Marketing and Customer Value
  • Chapter 2. Strategic Planning in Marketing
  • Unit 2. Understanding the Marketplace
  • Chapter 3. Consumer Markets and Purchasing Behavior
  • Chapter 4. Business Markets and Purchasing Behavior
  • Chapter 5. Market Segmentation, Targeting, and Positioning
  • Chapter 6. Marketing Research and Market Intelligence
  • Chapter 7. Marketing in a Global Environment
  • Chapter 8. Marketing in a Diverse Marketplace
  • Unit 3. Product, Promotion, Price, and Place
  • Chapter 9. Products: Consumer Offerings
  • Chapter 10. Maintaining a Competitive Edge with New Offerings
  • Chapter 11. Services: The Intagible Product
  • Chapter 12. Pricing Products and Services
  • Chapter 13. Integrated Marketing Communications
  • Chapter 14. The Promotion Mix: Advertising and Public Relations
  • Chapter 15. The Promotion Mix: Personal Selling and Sales Promotion
  • Chapter 16. Direct, Online, Social Media, and Mobile Marketing
  • Chapter 17. Distribution: Delivering Customer Value
  • Chapter 18. Retailing and Wholesaling
  • Chapter 19. Sustainable Marketing: The New Paradigm
  • Answer Key
  • Index

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