Digital library
Textbooks, references and open learning resources.
External
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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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.
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Launch! Advertising and Promotion in Real Time
Michael Solomon; Lisa Cornell; Amit Nizan · Saylor Foundation · 2009
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look ”behind the curtain“ — even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech
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Principles of Marketing
Brad Zima · Northeast Wisconsin Technical College
In the contents: 5.04: Designing the Integrated Marketing Communications (IMC) Plan
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Introduction to Marketing
Milledge Mosby Jr. · Prince George's Community College
In the contents: 11: Integrated Marketing Communications and the Changing Media Landscape · 11.01: Integrated Marketing Communications (IMC) · 11.02: The Promotion (Communication) Mix
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Principles of Marketing
Lumen Learning · LibreTexts
In the contents: 13: Promotion- Integrated Marketing Communication (IMC) · 13.02: Video- Prioritizing Marketing Communications · 13.04: Outcome- Marketing Communication Methods
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Principles of Marketing for Transformation
Elizabeth Dellegrazie · Concordia University Chicago
In the contents: 12: Integrated Marketing Communications · 12.03: The Communication Process · 12.04: Integrated Marketing Communications
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MKT 300: Principles of Marketing
Dipali Buch · Folsom Lake College
In the contents: 16.02: Video- Prioritizing Marketing Communications · 16.04: Outcome- Marketing Communication Methods · 16.11: Why It Matters- Promotion- Integrated Marketing Communication (IMC)
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Launch! Advertising and Promotion in Real Time
LibreTexts · LibreTexts
In the contents: 04: Consumers and the Communications Process- SSK Gets to Know Its Consumers · 4.03: Is the Medium the Message Components of Communications · 09: Choose Your Communication Weapons - SSK Decides Upon a Creative Strategy and Media Tactics
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BMT 2770: Advertising and Promotion
Milledge Mosby Jr. · Prince George's Community College
In the contents: 04: Consumers and the Communications Process- SSK Gets to Know Its Consumers · 4.03: Is the Medium the Message Components of Communications · 09: Choose Your Communication Arsenal - SSK Decides Upon a Creative Strategy and Media Tactics
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Core Principles of International Marketing
Babu John-Mariadoss · Texas Tech University
In the contents: 11.03: Global Communication Platform · 11.04: Global Communication Strategies
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Segmentation and Target Marketing Remix (Arthur)
LibreTexts
In the contents: 3.04: Is the Medium the Message Components of Communications
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Bus 230: International Marketing
Janet Laurin · Cañada College
In the contents: 12.03: Global Communication Platform · 12.04: Global Communication Strategies
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Retail Management
Lumen Learning · LibreTexts
In the contents: 14: Integrated Marketing Communications and Promotions · 14.01: Introduction to the Integrated Marketing Communications Mix · 14.08: Putting It Together- Integrated Marketing Communications and Promotions
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Introduction to Social Media
Gabrielle Brixey · Coalinga College
In the contents: 4.03: Communication and Outreach
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ENTR 356: Bootstrap Marketing for Entrepreneurs
Sacramento City College
In the contents: 5.01: Integrated Marketing Communication (IMC) Definition · 5.03: Marketing Communication Methods · 5.06: Measuring Marketing Communication Effectiveness
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Introducing Marketing
John Burnett · LibreTexts
In the contents: 8.02: The objective of marketing communication
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The Power of Selling
LibreTexts · LibreTexts
In the contents: 05: The Power of Effective Communication · 5.01: Introduction to Effective Communication