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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.
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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.
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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.
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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.
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Marketing for Entrepreneurs
Kathrina Miranda · Chabot College
LibreTexts
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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
"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.