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Giáo trình, tài liệu tham khảo và tài nguyên học tập mở.
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Applied Business Analytics for Marketing Decision-Making
Jose Mendoza · New York University · 2026
Applied Business Analytics for Marketing Decision-Making is an applied textbook designed to help students use data, analytical methods, and visualization to support marketing and business decisions. Written for graduate students in marketing, integrated marketing, business analytics, and related professional programs, the book assumes limited prior experience with programming or statistics and emphasizes conceptual understanding, practical application, and managerial interpretation.
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Digital Entrepreneurship: Impact on Business and Society
Mariusz Soltanifar; Mathew Hughes; Lutz Göcke · Springer · 2021
This open access book explores the global challenges and experiences related to digital entrepreneurial activities, using carefully selected examples from leading companies and economies that shape world business today and tomorrow. Digital entrepreneurship and the companies steering it have an enormous global impact; they promise to transform the business world and change the way we communicate with each other. These companies use digitalization and artificial intelligence to enhance the quality of decisions and augment their business and customer operations. This book demonstrates how cloud services are continuing to evolve; how cryptocurrencies are traded in the banking industry; how platforms are created to commercialize business, and how, taken together, these developments provide new opportunities in the digitalized era. Further, it discusses a wide range of digital factors changing the way businesses operate, including artificial intelligence, chatbots, voice search, augmented and virtual reality, as well as cyber threats and data privacy management.
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Principles of Marketing
Brad Zima · Northeast Wisconsin Technical College
Có trong mục lục: 1.02: Business Intelligence - Navigating Primary and Secondary Data
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Introduction to Marketing
Milledge Mosby Jr. · Prince George's Community College
Có trong mục lục: 04: Business Buying Behavior · 4.01: The Characteristics of Business-to-Business (B2B) Markets · 6.03: Types of Business-to-Business (B2B) Offerings
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An Interactive Text for Food and Agricultural Marketing
Michael R. Thomsen · University of Arkansas
An Interactive Text for Food and Agricultural Marketing is intended to be the primary textbook for a University of Arkansas course on this subject. The course it taught at a junior level but is foundational in that it is a required course for all majors in Agricultural Business. The text assumes an understanding of college algebra and microeconomic principles that would be covered in a typical college-level introductory economic principles course.
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MKTG 235, Digital Media Marketing
Megan MacIntire · HACC
LibreTexts
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Principles of Marketing for Transformation
Elizabeth Dellegrazie · Concordia University Chicago
Có trong mục lục: 04: Business Markets and Purchasing Behavior · 4.02: The Business-to-Business (B2B) Market
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Intro to Social Media
Cheryl Lawson · Oklahoma State University
Có trong mục lục: 02: Crafting a Social Media Strategy for Your Business · 2.01: What Business Are You Even In
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Launch! Advertising and Promotion in Real Time
LibreTexts · LibreTexts
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students.
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Core Principles of International Marketing
Babu John-Mariadoss · Texas Tech University
Có trong mục lục: 02: International Business and Trade · 2.01: International Business and Trade Summary
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Introduction to Social Media
Gabrielle Brixey · Coalinga College
Có trong mục lục: 07: Social Media in Business · 7.03: Why Is Social Media Important to a Business
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ENTR 356: Bootstrap Marketing for Entrepreneurs
Sacramento City College
This course is designed to introduce students to the unique challenges of marketing in start-up organizations and to provide tips and techniques for launching and promoting a new business. Students learn about the evolving practice of marketing and the potential for entrepreneurial thinking. A key component of this course is the development of a complete marketing plan for a new business venture.
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Digital Marketing Strategy
Pierre-Yann Dolbec · Concordia University
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
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Introducing Marketing
John Burnett · LibreTexts
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
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Sports Marketing
Jessica Richards · Western Sydney University
Sports marketing refers to promoting goods and services through sporting events and the endorsement of athletes and sports teams. For any sports organisation, it is imperative to have an effective sports marketing strategy in place to build brand awareness, enhance customer loyalty and generate revenue. Companies in sports use marketing strategies to fulfill their goals.
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The Power of Selling
LibreTexts · LibreTexts
Có trong mục lục: 04: Business Ethics - The Power of Doing the Right Thing · 4.02: Business Ethics - Guiding Principles in Selling and in Life · 15: Entrepreneurial Selling- The Power of Running Your Own Business
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Introduction to Social Media
Cheryl Lawson · Oklahoma State University · 2022
This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field - baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.
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The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services
Lian Dumouchel · Thompson Rivers University · 2025
This book serves as your guide to understanding the fundamental principles of marketing, tailored to the dynamic and multifaceted sectors of tourism, hospitality, and services. Designed to bridge theoretical concepts with practical applications, this resource aims to prepare you for success as you navigate your academic path and future career with confidence.
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Marketing Principles From The River City
Jodie Ferguson; Cesar Zamudio · Virginia Commonwealth University
Marketing Principles From the River City provides a contemporary exploration into the rudimentary concepts of marketing intended to be a free and open-access handbook for undergraduate introduction to marketing course students, a refresher resource for marketing majors entering upper level marketing courses, and a reference for marketing practitioners. Throughout the book, the reader will notice references to the hometown of Virginia Commonwealth University, Richmond, Virginia, also known as the “River City.” The book is divided into three overarching topic areas: Marketing and Markets, the Marketing Toolkit, and the Marketing Mix. Topics covered in the handbook include consumer and business-to-business behaviors, international marketing, strategic planning, marketing research, segmentation, targeting and positioning, product concepts, distribution, pricing, and promotion concepts.
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Fashion and Apparel Consumer Behavior
Andrea Niosi; Doreen Chung · Iowa State University Digital Press · 2025
This open textbook was designed for students studying apparel and fashion studies at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures, especially those related to our appearances and clothing. This text centers the lived experiences of today’s consumers, specifically, undergraduate students. Following the original author, Andrea Niosi, the adapting author has also made efforts to decenter whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.