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Principles of marketing / Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman.
- Format:
- Book
- Author/Creator:
- Albrecht, Maria Gomez, author.
- Green, Mark, author.
- Hoffman, Linda, author.
- Language:
- English
- Subjects (All):
- Marketing.
- Physical Description:
- 1 online resource (699 pages)
- Place of Publication:
- Houston, Texas : OpenStax, Rice University, [2023]
- Summary:
- "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 interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage."-- OpenStax.
- Contents:
- Chapter 1 Marketing and Customer Value
- Chapter 2 Strategic Planning in Marketing
- 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
- Chapter 9 Products: Consumer Offerings
- Chapter 10 Maintaining a Competitive Edge with New Offerings
- Chapter 11 Services: The Intangible 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
- 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.
- Notes:
- Includes bibliographical references and index.
- Description based on publisher supplied metadata and other sources.
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