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