Marketing Principles From The River City.

Format:

Book

Author/Creator:

Ferguson, Jodie L, author.

Zamudio, Cesar, author.

Language:

English

Subjects (All):

Business--Textbooks.

Business.

Marketing--Textbooks.

Marketing.

Physical Description:

1 online resource

Place of Publication:

[Place of publication not identified] Virginia Commonwealth University

Language Note:

In English.

Summary:

Marketing Principles From the River City provides a contemporary exploration into the rudimentary concepts of marketing intended to be a free and open-access handbook for undergraduate introduction to marketing course students, a refresher resource for marketing majors entering upper level marketing courses, and a reference for marketing practitioners. Throughout the book, the reader will notice references to the hometown of Virginia Commonwealth University, Richmond, Virginia, also known as the "River City." The book is divided into three overarching topic areas: Marketing and Markets, the Marketing Toolkit, and the Marketing Mix. Topics covered in the handbook include consumer and business-to-business behaviors, international marketing, strategic planning, marketing research, segmentation, targeting and positioning, product concepts, distribution, pricing, and promotion concepts.

Contents:

Accessibility Statement

Version History

Chapter 1 - Marketing Defined

Chapter 2 - Consumer Behavior

Chapter 3 - B2B Behavior

Chapter 4 - International Marketing

Chapter 5 - Strategic Planning

Chapter 6 - Marketing Research

Chapter 7 - Segmentation, Targeting, and Positioning

Chapter 8 - Product

Chapter 9 - Distribution

Chapter 10 - Pricing

Chapter 11 - Promotion

Chapter 12 - Personal Selling and Sales Management

Chapter 13 - Digital Marketing

About the Authors

Glossary

Notes:

Description based on print resource