Principles of marketing.
- 1 online resource : colour illustrations
- Updated irregularly.
- Open textbook library .
- Open Textbook Library. .
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.