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Principles of marketing


  • Contributor: Open Textbook Library; BC Open Textbook Project; BCcampus

    "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.

    • 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.
    Subject(s): Marketing
    Original Publisher: Minneapolis, MN, University of Minnesota Libraries Publishing
    Language(s): English
    ISBN: 9780982361825, 0982361823
    Collection(s)/Series: BC Open Textbooks