| Description |
1 online resource : colour illustrations. |
| Current Frequency |
Updated irregularly. |
| Description |
data file |
| Physical Medium |
polychrome |
| Series |
Open textbook library
|
|
Open Textbook Library.
|
| Note |
Principles of Marketing by [Author removed at request of original publisher] is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.--title page verso. |
| Bibliography |
Includes bibliographical references. |
| Contents |
What is marketing? -- Strategic planning -- Consumer behavior : how people make buying decisions -- Business buying behavior -- Market segmenting, targeting, and positioning -- Creating offerings -- Developing and managing offerings -- Using marketing channels to create value for customers -- Using supply chains to create value for customers -- Gathering and using information : marketing research and market intelligence -- Integrated marketing communications and the changing media landscape -- Public relations, social media and sponsorships -- Professional selling -- Customer satisfaction, loyalty, and empowerment -- Price, the only revenue generator -- The marketing plan. |
| Note |
Author removed at request of original publisher. This edition adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution. |
| 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."--Open Textbook Library. |
| System Details |
Mode of access: World Wide Web. |
| Local Note |
Open Educational Resources (OER). Open Textbooks |
|
Open Textbook Library |
| Subject |
Marketing.
|
|
Marketing. |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
|
Textbooks.
|
|
Textbooks.
|
| Added Author |
Open Textbook Library, distributor.
|
| ISBN |
9781946135193 (ebook) |
|
1946135194 (ebook) |
|
9780982361825 |
|
0982361823 |
|
