Principles of marketing.
Material type:
Continuing resourceSeries: Open Textbook LibraryPublisher: University of Minnesota Libraries Publishing, Distributor: Open Textbook Library Distributor: BCcampus, BC Open Textbook Project Description: 1 online resource : colour illustrationsISBN: 9780982361825; 0982361823Subject(s): MarketingGenre/Form: Electronic books.LOC classification: HF5415 | .P95 2015ebOnline resources: BC Open Textbook Project title homepage | BC Open Textbook Project | HTML file | Item type | Current library | Call number | URL | Status | Date due | Barcode | Item holds |
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eBook
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Digital Library
Resources in this library are accessible in digital format e.g. eBooks or eJournals accessible online. |
HF5415 .P95 2015eb (Browse shelf(Opens below)) | Link to resource | Available |
This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike License.
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.
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.
This bibliographic record is available under the Creative Commons CC0 "No Rights Reserved" license.
Includes bibliographical references.
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.
"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.
Online version, 2015 edition; title from PDF (viewed on July 26, 2016).
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