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PRINCIPLES OF MARKETING IBD

OPENSTAX
OPEN STAX TEXTBOOKS
09 / 2024
9798330442553
Inglés

Sinopsis

Principles of Marketingáis designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors.áPrinciples of Marketingáprovides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems.áPrinciples of Marketingáis modular, allowing flexibility for courses with varied learning outcomes and coverage.Senior Contributing AuthorsDr. Maria Gomez Albrecht, University of Texas at DallasDr. Mark Green, Simpson CollegeLinda Hoffman, Ivy Tech Community CollegeContributing AuthorsJacqueline Babb, Northwestern UniversityLauren M. Donovan, Delaware County Community CollegeDebra Ellerbrook, Concordia University WisconsinLisa S. Goolsby, Southern New Hampshire UniversityJaciel Keltgen, Minnesota State UniversitySarah M. Shepler, Ivy Tech Community CollegeDeborah Toomey, Northwest Missouri State University