Principles of Marketing

Created by the University of Minnesota. An OER book that dives into the fundamental principles of marketing, such as consumer behavior, market segmenting, and market research.Download EPUB

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Table of Contents for Principles of Marketing

  • Principles of Marketing [University of Minnesota]
  • Chapter 1: What is Marketing?
  • Chapter 2: Strategic Planning
  • Chapter 3: Consumer Behavior
  • Chapter 4: Business Buying Behavior
  • Chapter 5: Market Segmenting, Targeting, and Positioning
  • Chapter 6: Creating Offerings
  • Chapter 7: Developing and Managing Offerings
  • Chapter 8: Using Marketing Channels to Create Value for Customers Edit Delete
  • Chapter 9: Using Supply Chains to Create Value for Customers Edit Delete
  • Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence Edit Delete
  • Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
  • Chapter 12: Public Relations, Social Media, and Sponsorships Edit Delete
  • Chapter 13: Professional Selling