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

Top Hat Interactive eText

(Read, Study + Assessment)

requires a join code from instructor

$0.00

Student? Use Your Join Code

83%

of students say Top Hat helped them understand the course better.

Source: Top Hat Student Survey Spring 2023; n = 4,146

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