Digital library
Textbooks, references and open learning resources.
External
Principles of Marketing
Brad Zima · Northeast Wisconsin Technical College
Designed to teach students the foundational principles of marketing in the digital age, this textbook explores the marketing environment, consumer and market segmentation, product management and innovation, pricing models and distribution logistics, integrated promotional strategy, and the post-launch performance. Students add to a Go-To-Market Playbook throughout the text to practice the concepts.
External
Introduction to Marketing
Milledge Mosby Jr. · Prince George's Community College
This textbook introduces marketing as a strategic, customer-centered process for creating and delivering value. It covers consumer and business buying behavior, segmentation and positioning, product development, channels and supply chains, marketing research, integrated communications, selling, pricing, and customer loyalty, concluding with practical guidance on building and evaluating an effective marketing plan.
External
eMarketing - The Essential Guide to Marketing in a Digital World
Rob Stokes · Red and Yellow Creative School of Business
The newly updated edition includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. The book is structured to enable readers to follow it sequentially and get an overview of how the different elements of digital fit together. It also provides a guide for those who want to dip in and out of chapters or need to brush up on specific areas.
External
Principles of Marketing
Lumen Learning · LibreTexts
Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. The text introduce students to the principles of marketing. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies.
External
Marketing for Entrepreneurs
Kathrina Miranda · Chabot College
LibreTexts
External
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.
External
MKTG 235, Digital Media Marketing
Megan MacIntire · HACC
LibreTexts
External
Principles of Marketing for Transformation
Elizabeth Dellegrazie · Concordia University Chicago
"Principles of Marketing for Transformation" offers a comprehensive and ethically grounded approach to modern marketing, emphasizing the creation of customer value through strategic planning, consumer insight, and responsible practices. Spanning foundational topics like the marketing mix, consumer and business behavior, and segmentation, the text also explores cutting-edge areas such as digital strategy, search optimization, and integrated marketing communications.
External
MKT 300: Principles of Marketing
Dipali Buch · Folsom Lake College
This text provides a general overview of marketing principles. The text covers the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. The text includes analysis of the elements of the marketing environment such as government regulation, environmental protection, competition, and consumer behavior.
External
Intro to Social Media
Cheryl Lawson · Oklahoma State University
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.
External
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.
External
BMT 2770: Advertising and Promotion
Milledge Mosby Jr. · Prince George's Community College
LibreTexts
External
Legal Aspects of Marketing and Sales
LibreTexts · LibreTexts
This text covers key legal issues relating to corporate management and finance. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style.
External
Core Principles of International Marketing
Babu John-Mariadoss · Texas Tech University
This textbook can be used for an introductory level International Marketing course. Although the term ‘International Marketing’ has used throughout the book, the content will pretty much be as applicable if they are read in the context of a ‘Global Marketing’ course. Therefore, the textbook can also be used for an introductory level course in ‘Global Marketing’, and I encourage instructors of the undergraduate ‘Global Marketing’ course to adopt this textbook.
External
Segmentation and Target Marketing Remix (Arthur)
LibreTexts
LibreTexts
External
Bus 230: International Marketing
Janet Laurin · Cañada College
LibreTexts
External
Retail Management
Lumen Learning · LibreTexts
The course was developed to align with the Western Association of Food Chains (WAFC) learning outcomes for their Retail Management Certificate. It is intended to be a capstone course and covers various aspects of retail management and store operations including merchandising, operations, layout, store organization, site location, and customer service.
External
Introduction to Social Media
Gabrielle Brixey · Coalinga College
Social media enables individuals to create, collaborate, and share information. This book will explore the possibilities and limitations of social media, examining various technologies such as Facebook, Twitter, blogs, and wikis. We will discuss how to use social media productively and evaluate new tools and platforms. The book will also explore the use of social media in business, marketing, and society, and look into the future of social media and AI creation.
External
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.
External
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.