Principles of Marketing (Age 19, US Bachelor’s 2)
About This Textbook
This textbook is targeted at the core marketing course for undergraduate business majors and minors. The book is designed for conceptual accessibility to students who are relatively early in their business curriculum (such as second-year students), yet it is also suitable for more advanced students. Due to the wide range of audiences and course approaches, the book is designed to be as flexible as possible. It 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 courses. Concepts are reinforced through detailed and realistic company and organization scenarios and examples from various industries and geographical locations.
Textbook Details
| Author | Dr. Maria Gomez Albrecht (University of Texas at Dallas), Dr. Mark Green (Simpson College), Linda Hoffman (Ivy Tech Community College) |
|---|---|
| Age / Grade | Age 19 / US Bachelor's 2 |
| Original Language | English |
| License Type | Creative Commons Attribution 4.0 International (CC BY 4.0) This means users are free to copy, redistribute, remix, and build upon the material for any purpose, even commercially, as long as they provide appropriate attribution. Learn more about this license at creativecommons.org/licenses/by/4.0. |
| Download | Download PDF |
Table of Contents
Setting the Stage (Marketing and Customer Value — Strategic Planning in Marketing) — Understanding the Marketplace (Consumer Markets and Purchasing Behavior — Business Markets and Purchasing Behavior — Market Segmentation, Targeting, and Positioning — Marketing Research and Market Intelligence — Marketing in a Global Environment — Marketing in a Diverse Marketplace) — Product, Promotion, Price, and Place Unit (Products: Consumer Offerings — Maintaining a Competitive Edge with New Offerings — Services: The Intangible Product — Pricing Products and Services — Integrated Marketing Communications — The Promotion Mix: Advertising and Public Relations — The Promotion Mix: Personal Selling and Sales Promotion — Direct, Online, Social Media, and Mobile Marketing — Distribution: Delivering Customer Value — Retailing and Wholesaling — Sustainable Marketing: The New Paradigm)