Principles of marketing.

Open Textbook Library (distributor.). BC Open Textbook Project, (distributor). BCcampus. (Added Author).

Summary: "Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment."--Open Textbook Library.

Record details

ISBN: 0982361823
ISBN: 9780982361825
Physical Description: 1 online resource : colour illustrations
remote
Publisher: Minneapolis, MN : University of Minnesota Libraries Publishing, 2015-
Distributor: Minneapolis : Open Textbook Library

Content descriptions

General Note:	Principles of Marketing by [Author removed at request of original publisher] is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.--title page verso. Author removed at request of original publisher. This edition adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.
Bibliography, etc. Note:	Includes bibliographical references.
Formatted Contents Note:	What is marketing? -- Strategic planning -- Consumer behavior : how people make buying decisions -- Business buying behavior -- Market segmenting, targeting, and positioning -- Creating offerings -- Developing and managing offerings -- Using marketing channels to create value for customers -- Using supply chains to create value for customers -- Gathering and using information : marketing research and market intelligence -- Integrated marketing communications and the changing media landscape -- Public relations, social media and sponsorships -- Professional selling -- Customer satisfaction, loyalty, and empowerment -- Price, the only revenue generator -- The marketing plan.
Information Relating to Copyright Status:	This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike License.
Source of Description Note:	This bibliographic record is available under the Creative Commons CC0 "No Rights Reserved" license. Online version, 2015 edition; title from PDF (viewed on July 26, 2016).