Book Title: A Great Marketing Textbook
Subtitle: Introduction to Marketing Principles
Book Description: This is a resource to teach students the foundational principles of marketing. This open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life.
Contents
Book Information
Book Description
Marketing is a fundamental aspect of any business, organization, or individual seeking to communicate value to their target audience. The principles of marketing involve understanding customer needs and wants, developing products and services that meet those needs, promoting them effectively, and creating long-term relationships with customers. This textbook aims to provide undergraduate students with a comprehensive introduction to marketing and its key concepts.
The first section of the textbook will focus on the fundamental principles of marketing, including the marketing mix (product, price, promotion, and place), market segmentation, and consumer behavior. Students will learn how to analyze consumer needs and preferences and how to design effective marketing strategies to meet those needs.
The second section of the textbook will cover key marketing tools and techniques, including advertising, public relations, sales promotions, personal selling, and digital marketing. Students will learn how to identify the most effective marketing channels for their target audience and how to measure the success of their marketing efforts.
The final section of the textbook will explore contemporary issues in marketing, including ethical considerations, global marketing, and the impact of new technologies and social media on marketing practices.
By the end of this textbook, students will have a solid understanding of the principles of marketing and the tools and techniques necessary to develop effective marketing strategies in a constantly changing business landscape.
Book Source
This book is a cloned version of Introduction to Marketing II (MKTG 2005) by NSCC and Lumen Learning, published using Pressbooks by NSCC under a CC BY (Attribution) license. It may differ from the original.
License
A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.
Subject
Sales and marketing management
Metadata
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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.
The open textbook “A Great Marketing Textbook” is an open textbook adapted from Pressbooks’ openly licenced online book WCOB Introduction to Marketing (MKTG 3433)