Principles of Marketing (LibreTexts)
- Page ID
- 15973
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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: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.
- Front Matter
- 1: What is Marketing?
- 2: Strategic Planning
- 3: Consumer Behavior- How People Make Buying Decisions
- 4: Business Buying Behavior
- 5: Market Segmenting, Targeting, and Positioning
- 6: Creating Offerings
- 7: Developing and Managing Offerings
- 8: Using Marketing Channels to Create Value for Customers
- 9: Using Supply Chains to Create Value for Customers
- 10: Gathering and Using Information- Marketing Research and Market Intelligence
- 11: Integrated Marketing Communications and the Changing Media Landscape
- 12: Public Relations, Social Media, and Sponsorships
- 13: Professional Selling
- 14: Customer Satisfaction, Loyalty, and Empowerment
- 15: Price, the Only Revenue Generator
- 16: The Marketing Plan
- Back Matter