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BMK 2510: Introduction to Marketing (Mosby)

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    76450

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    This marketing textbook provides a comprehensive, end-to-end introduction to marketing as a value-creation process that connects organizations with customers and stakeholders. It begins by defining marketing and its strategic role within organizations, then moves into strategic planning, consumer and business buying behavior, and the core concepts of segmentation, targeting, and positioning. The book explores how organizations create, develop, and manage offerings over their life cycles, and how value is delivered through marketing channels and supply chains. It emphasizes data-driven decision making through marketing research and market intelligence, and examines integrated marketing communications, including advertising, public relations, social media, and professional selling. The text also addresses customer satisfaction, loyalty, ethics, and empowerment, highlighting the long-term relationship focus of modern marketing. It concludes with pricing as the primary revenue driver and a practical guide to developing, implementing, and evaluating a comprehensive marketing plan, reinforced throughout by discussion questions and applied activities.

    Thumbnail: Marketing on the side of a wooden wall (Pixabay License; Pixabay)

    BMK 2510: Introduction to Marketing (Mosby) is shared under a CC BY-NC-SA 3.0 license and was authored, remixed, and/or curated by LibreTexts.