Principles of Marketing
CC BY-NC-SA 4.0
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OpenStax — Principles of Marketing
CC BY-NC-SA 4.0 · 19 chapters
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Module 1
Marketing and Customer Value
Module 2
Strategic Planning in Marketing
Module 3
Consumer Markets and Purchasing Behavior
Module 4
Business Markets and Purchasing Behavior
Module 5
Market Segmentation Targeting and Positioning
Module 6
Marketing Research and Market Intelligence
Module 7
Marketing in a Global Environment
Module 8
Marketing in a Diverse Marketplace
Module 9
Products Consumer Offerings
Module 10
Maintaining a Competitive Edge with New Offerings
Module 11
Services the Intangible Product
Module 12
Pricing Products and Services
Module 13
Integrated Marketing Communications
Module 14
The Promotion Mix Advertising and Public Relations
Module 15
The Promotion Mix Personal Selling and Sales Promo
Module 16
Direct Online Social Media and Mobile Marketing
Module 17
Distribution Delivering Customer Value
Module 18
Retailing and Wholesaling
Module 19
Sustainable Marketing the New Paradigm