Principles of Marketing

Format:

Book

Author/Creator:

Open Textbook Library, author.

Language:

English

Subjects (All):

Business--Textbooks.

Business.

Marketing--Textbooks.

Marketing.

Physical Description:

1 online resource

Place of Publication:

[Place of publication not identified] University of Minnesota Libraries Publishing [2015]

Language Note:

In English.

Summary:

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" instead of the more traditional First "P" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both. Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the "triple bottom line" of financial, social, and environment performance. Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations. Global coverage — the authors deliberately entitled Chapter 1 "What is Marketing?" Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today's marketing professionals must understand the world in which they and their companies operate. Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer "well, what this marketing strategy really worth it?" And "what is the marketing ROI?" And finally, "what is this customer or set of customers worth to us over their lifetime?"

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

Notes:

Description based on print resource