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Principles of marketing / senior contributing authors, Maria Gomez Albrecht, Mark Green, Linda Hoffman

By: Contributor(s): Material type: TextTextPublisher: Houston, Texas : OpenStax, 2023Description: 1 online resource (699 pages) : color illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781951693886
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
Marketing and customer value
Strategic planning in marketing
Consumer markets and purchasing behavior
Business markets and purchasing behavior
Market segmentation, targeting, and positioning
Marketing research and market intelligence
Marketing in a global environment
Marketing in a diverse marketplace
Products : consumer offerings
Maintaining a competitive edge with new offerings
Services : the intangible product
Pricing products and services
Integrated marketing communications
The promotion mix : advertising and public relations
The promotion mix : personal selling and sales
Direct, online, social media, and mobile marketing
Distribution : delivering customer value
Retailing and wholesaling
Sustainable marketing : the new paradigm
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Holdings
Item type Current library Collection Status Barcode
eBook (Free & Open Access) eBook (Free & Open Access) Accessible online Circulation Available EB-00766

Includes bibliographical references and index.

Marketing and customer value

Strategic planning in marketing

Consumer markets and purchasing behavior

Business markets and purchasing behavior

Market segmentation, targeting, and positioning

Marketing research and market intelligence

Marketing in a global environment

Marketing in a diverse marketplace

Products : consumer offerings

Maintaining a competitive edge with new offerings

Services : the intangible product

Pricing products and services

Integrated marketing communications

The promotion mix : advertising and public relations

The promotion mix : personal selling and sales

Direct, online, social media, and mobile marketing

Distribution : delivering customer value

Retailing and wholesaling

Sustainable marketing : the new paradigm

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