Digital library
Textbooks, references and open learning resources.
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Fundamentals of Business
Northeast WisconsinTechnical College · Fundamentals of Business
In the contents: 10: Marketing - Providing Value to Customers
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Growth and Competitive Strategy in Three Circles
Anonymous · 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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The Power of Selling
LibreTexts · LibreTexts
The Power of Selling is the perfect textbook to teach students about the proven process of selling. More important, it teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional sales people learn (or brush up) on their own selling skills.
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Six Steps To Job Search Success
Caroline Ceniza-Levine; Connie Thanasoulis-Cerrachio · Saylor Foundation · 2011
This book is a practical discussion of six actionable steps that students can take to land a job regardless of the market. Whether the estimate is 25% unemployment or single-digit unemployment, that number doesn't apply to any one student. For any individual, the unemployment rate is 0% or 100%. One either has a job or doesn't. When any one person is looking for a job and there is 10% unemployment, that person just wants to be one of the nine people that has a job. Students might think even that one job is beyond their grasp. They think they don't have the right degree. Their school is in a different location than where they'd like to work. Not enough jobs are listed or employers are visiting the campus. This type of thinking cedes control of a student's search to outside forces. It is not up to professors, schools, career services support, or recruiters to get students a job. This book is about the proactive things that students can do to get themselves a job. In the first chapter, Six Steps to Job Search Success covers the different types of job searches: full-time job after graduation, internship, return to workforce, career change, relocation. The rest of the book is about how, regardless of the type of job search or overall market, one can be proactive and successfully land a job. This textbook outlines a structured approach, actionable steps, and stresses the importance of a student's willingness to see this through. Six Steps to Job Search Success provides that structure with six steps anyone can take to: Identify the types of jobs they'd like (Step 1: Identify Your Target) Position themselves for these jobs (Step 2: Create A Powerful Marketing Campaign) Figure out what employers are looking for (Step 3: Research) Develop relationships with prospective employers (Step 4: Network and Interview) Stay connected throughout the decision-making process and fix any problems that might arise (Step 5: Stay Motivated; Organized and Troubleshoot Your Search) Complete th
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The Economics of Food and Agricultural Markets
Andrew Barkley · New Prairie Press · 2016
The Second Edition of Economics of Food and Agricultural Markets (2019) is written for applied intermediate microeconomics courses. The book showcases the power of economic principles to explain and predict issues and current events in the food, agricultural, agribusiness, international trade, labor markets, and natural resource sectors. The field of agricultural economics is relevant, important and interesting. The study of market structures, also called industrial organization, provides powerful, timely, and useful tools for any individual or group making personal choices, business decisions, or public policies in food and agricultural industries. Readers will benefit from a large number of real-world examples and applications of the economic concepts under discussion. The book introduces economic principles in a succinct and reader-friendly format, providing students and instructors with a clear, up-to-date, and straightforward approach to learning how a market-based economy functions, and how to use simple economic principles for improved decision making. The principles are applied to timely, interesting, and important real-world issues through words, graphs, and simple algebra and calculus. This book is intended for students who study agricultural economics, microeconomics, rural development and/or environmental policy. The goal of the book is to encourage students to learn to “think like an economist” through application of benefits and costs to every decision, idea, and strategic decision. This objective is accomplished by including extended examples that cover a broad range of topics including the analysis of consumer decisions, supply and demand, and market efficiency; the design of pricing strategies; advertising and marketing decisions; and public policy analysis. Contents The book begins with a review and introduction of economic principles, including markets, scarcity, and the scientific method. Supply and demand are examined carefully and completely, w
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Be Credible
Peter Bobkowski; Karna Younger · Peter Bobkowski and Karna Younger · 2018
The primary audience for this book starts with students in Journalism 302: Infomania, a course we teach at the University of Kansas. When they take this class, these students usually are in their second or third semesters in the William Allen White School of Journalism and Mass Communications. They have varied career aspirations. A few of them want to be “traditional” journalists, writing for online news sites, magazines, or newspapers. Some of them want to be broadcast journalists. Many of them want to work in strategic communications, which encompasses public relations, advertising, marketing, and related fields.
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Writing for Strategic Communication Industries
Jasmine Roberts · Ohio State University Libraries · 2016
Good writing skills are important in today's competitive work environment. This is especially the case for communication-related professions such as public relations, brand communication, journalism, and marketing. Writing for Strategic Communication Industries emphasizes practical application of academic inquiry to help readers improve their writing skills. This book gives readers: Straightforward chapters that use real-world examples to illustrate key points. Discussion of different writing styles and techniques. Examples of communication materials such as press releases, creative briefs, feature articles, and more. Embedded videos of insights from communication professionals. Tips on pitching to the media. A collection of popular sources for further explanation.
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Conducting Mixed-Methods Research: From Classical Social Sciences to the Age of Big Data and Analytics
Viswanath Venkatesh; Susan (Sue) Brown; Yulia Sullivan · Virginia Tech Libraries · 2023
Scholars in the social sciences are increasingly expected to incorporate both quantitative and qualitative techniques and methods into their research. The growth of “mixed-methods” research is evident in social science disciplines ranging from psychology and management to marketing and information systems. This book is designed to provide principles, strategies, and guidance specifically for researchers in these disciplines so that they can use mixed-methods research more effectively. In thirteen chapters, Conducting Mixed-Methods Research takes readers through the research process, from defining research questions to writing articles using a mixed-methods approach. For those who are well trained in either qualitative or quantitative methods, the book shows them how to think about the purposes of mixed-methods research, design mixed-methods studies, and develop meta-inferences by integrating findings from both methods. Throughout, the discussion is grounded in examples taken from published research, carefully chosen to highlight best practices, thus opening a window into a broad body of mixed-methods research applications.
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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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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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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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Leading Innovation
Kerri Shields · eCampusOntario · 2023
Innovation today considers the economic, environmental, and/or social sustainability of an innovative initiative from its inception or idea generation through to its commercialization or implementation. This concept applies to many types of innovation such as products, processes, services, technologies, and business models. Companies use innovation as a means to gain a competitive advantage and bring value to business stakeholders. This book introduces business innovation, from incremental innovation such as enhancing the performance of an existing product, service, or process, to radical or disruptive innovation such as one that has a significant impact on a market. The content examines how leaders foster a culture of innovation, how companies turn creativity into innovation, and how innovation transforms not only organizations but economies as well.
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Customer Insights
Aila Khan; Mohammad Hossain; Sabreena Amin · Western Sydney University · 2023
Increasingly, the concept of marketing research is being replaced with the term ‘customer or consumer insights’. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective.
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Mastering Strategic Management
University of Minnesota Libraries Publishing · 2015
Teaching the strategic management course can be a challenge for many professors. In most business schools, strategic management is a “capstone” course that requires students to draw on insights from various functional courses they have completed (such as marketing, finance, and accounting) in order to understand how top executives make the strategic decisions that drive whether organizations succeed or fail. Although students have taken these functional courses, many students have very little experience with major organizational choices. It is this inexperience that can undermine many students’ engagement in the course. For questions about this textbook please contact textbookuse@umn.edu
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Introduction to Apparel Production Workbook
Laurie Apple · University of Arkansas · 2023
Welcome to Introduction to Apparel Production. Whether you are part of the college class or learning on your own, you will gain important concepts and techniques in beginning apparel production. This workbook is to accompany the activities through in person teaching or online learning. There will be graphics and videos to help guide you through each step of this workbook. There are 6 learning units and a sewing projects unit in this workbook. The sewing projects unit contains 4 projects: tote bag, skirt, shirt and pants. The pattern numbers may change due to the availability of patterns.
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Crawford Automation – A Guided Application of Structured Problem Solving
Stephen Thomson; Kevin Hollis; Laurie Turnbull · eCampusOntario · 2023
This is a multimedia-enabled case in which students will be guided, by an industry expert, to apply structured problem-solving that addresses a typical supply chain problem, missing parts. What first appears as the issue may be a symptom of a root cause(s). The case utilizes videos, data files for analytics, audio recording, and videogame-style exercises to find the missing box of parts. The case is a collaboration between the Conestoga Centre for Supply Chain Innovation and ATS Automation and utilizes the ATS Business Model (ABM) approach to identifying and solving root causes. The case can be used in any Continuous Improvement course or program for either Business or Engineering students.
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Customer Centric Strategy
Kerri Shields · eCampusOntario · 2024
Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It's about mapping the customer journey to discover customer needs and wants, what's working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.
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Visuals for influence: in project management and beyond
Bronte van der Hoorn · University of Southern Queensland · 2021
‘Visuals for influence: in project management and beyond’ is a practical guide with 24 visuals to download, adapt and deploy to engage your stakeholders. This practical guide will build your confidence and practical skills to quickly and effectively leverage the benefits of visuals to maximise your influence.
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Fundamentals of Business
Stephen Skripak; Richard Parsons; Anastasia Cortes · BCcampus · 2018
An introductory textbook in business that covers a variety of topics: The Foundations of Business, Economics and Business, Ethics and Social Responsibility, Business in a Global Environment, Forms of Business Ownership, Entrepreneurship: Starting a Business, Management and Leadership, Structuring Organizations, Operations Management, Motivating Employees, Managing Human Resources, Union/Management Issues, Marketing: Providing Value, Accounting and Financial Information, and Personal Finances.
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Fundamentals of Business
Stephen Skripak; Ron Poff · Virginia Tech Libraries · 2023
Fundamentals of Business, 4th Edition is an open education resource intended to serve as a no-cost, faculty-customizable primary text for one-semester undergraduate introductory business courses. It covers the following topics in business: Teamwork; economics; ethics; entrepreneurship; business ownership, management, and leadership; organizational structures and operations management; human resources and motivating employees; managing in labor union contexts; marketing and pricing strategy; hospitality and tourism, accounting and finance, personal finances, and technology in business. The textbook was designed for use in Virginia Tech’s Pamplin College of Business introductory level business course, MGT1104 Foundations of Business and is shared under a Creative Commons Attribution Non-Commercial ShareAlike 4.0 license. If you are an instructor reviewing, adopting, or adapting this textbook, please help us understand your use by filling out this form http://bit.ly/business-interest. A testbank is now available by request for this book: http://hdl.handle.net/10919/93404. The testbank covers chapters 1-18 and (currently) aligns to previous editions of the textbook. It is available to any instructor who has adopted Fundamentals of Business in their course.