Skip to content
CuraCourse
Log inGet started for free
Library
Cover of Principles of Marketing

Principles of Marketing

by Maria Gomez Albrecht, Mark Green and Linda Hoffman

Published by OpenStax

BusinessCollege

Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides 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. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.

Teach with this book. Sign up freeAlready have an account? Log in

Adopted pages stay linked to the book. Make your own copy of any page to change it for your class.

Attribution

Adapted from Principles of Marketing by Maria Gomez Albrecht, Mark Green, and Linda Hoffman, published by OpenStax (Rice University) under CC BY-NC-SA 4.0 (https://creativecommons.org/licenses/by-nc-sa/4.0/). Access the original for free at https://openstax.org/details/books/principles-marketing. Changes: converted to CuraCourse lessons, with interactive practice added.

Table of contents

151 pages in 21 modules. Sign up to read and adopt them.

  1. Front Matter2 pages
    1. Preface
    2. Unit Introduction
  2. 1Marketing and Customer Value9 pages
    1. In the Spotlight
    2. 1.1Marketing and the Marketing Process
    3. 1.2The Marketing Mix and the 4Ps of Marketing
    4. 1.3Factors Comprising and Affecting the Marketing Environment
    5. 1.4Evolution of the Marketing Concept
    6. 1.5Determining Consumer Needs and Wants
    7. 1.6Customer Relationship Management (CRM)
    8. 1.7Ethical Marketing
    9. Practice
  3. 2Strategic Planning in Marketing7 pages
    1. In the Spotlight
    2. 2.1Developing a Strategic Plan
    3. 2.2The Role of Marketing in the Strategic Planning Process
    4. 2.3Purpose and Structure of the Marketing Plan
    5. 2.4Marketing Plan Progress Using Metrics
    6. 2.5Ethical Issues in Developing a Marketing Strategy
    7. Practice
  4. 3Consumer Markets and Purchasing Behavior6 pages
    1. In the Spotlight
    2. 3.1Understanding Consumer Markets and Buying Behavior
    3. 3.2Factors That Influence Consumer Buying Behavior
    4. 3.3The Consumer Purchasing Decision Process
    5. 3.4Ethical Issues in Consumer Buying Behavior
    6. Practice
  5. 4Business Markets and Purchasing Behavior7 pages
    1. In the Spotlight
    2. 4.1The Business-to-Business (B2B) Market
    3. 4.2Buyers and Buying Situations in a B2B Market
    4. 4.3Major Influences on B2B Buyer Behavior
    5. 4.4Stages in the B2B Buying Process
    6. 4.5Ethical Issues in B2B Marketing
    7. Practice
  6. 5Market Segmentation, Targeting, and Positioning9 pages
    1. In the Spotlight
    2. 5.1Market Segmentation and Consumer Markets
    3. 5.2Segmentation of B2B Markets
    4. 5.3Segmentation of International Markets
    5. 5.4Essential Factors in Effective Market Segmentation
    6. 5.5Selecting Target Markets
    7. 5.6Product Positioning
    8. 5.7Ethical Concerns and Target Marketing
    9. Practice
  7. 6Marketing Research and Market Intelligence6 pages
    1. In the Spotlight
    2. 6.1Marketing Research and Big Data
    3. 6.2Sources of Marketing Information
    4. 6.3Steps in a Successful Marketing Research Plan
    5. 6.4Ethical Issues in Marketing Research
    6. Practice
  8. 7Marketing in a Global Environment7 pages
    1. In the Spotlight
    2. 7.1The Global Market and Advantages of International Trade
    3. 7.2Assessment of Global Markets for Opportunities
    4. 7.3Entering the Global Arena
    5. 7.4Marketing in a Global Environment
    6. 7.5Ethical Issues in the Global Marketplace
    7. Practice
  9. 8Marketing in a Diverse Marketplace8 pages
    1. In the Spotlight
    2. 8.1Strategic Marketing: Standardization versus Adaptation
    3. 8.2Diversity and Inclusion Marketing
    4. 8.3Multicultural Marketing
    5. 8.4Marketing to Hispanic, Black, and Asian Consumers
    6. 8.5Marketing to Sociodemographic Groups
    7. 8.6Ethical Issues in Diversity Marketing
    8. Practice
  10. 9Products: Consumer Offerings11 pages
    1. In the Spotlight
    2. 9.1Products, Services, and Experiences
    3. 9.2Product Items, Product Lines, and Product Mixes
    4. 9.3The Product Life Cycle
    5. 9.4Marketing Strategies at Each Stage of the Product Life Cycle
    6. 9.5Branding and Brand Development
    7. 9.6Forms of Brand Development, Brand Loyalty, and Brand Metrics
    8. 9.7Creating Value through Packaging and Labeling
    9. 9.8Environmental Concerns Regarding Packaging
    10. 9.9Ethical Issues in Packaging
    11. Practice
  11. 10Maintaining a Competitive Edge with New Offerings8 pages
    1. In the Spotlight
    2. 10.1New Products from a Customer’s Perspective
    3. 10.2Stages of the New Product Development Process
    4. 10.3The Use of Metrics in Evaluating New Products
    5. 10.4Factors Contributing to the Success or Failure of New Products
    6. 10.5Stages in the Consumer Adoption Process for New Products
    7. 10.6Ethical Considerations in New Product Development
    8. Practice
  12. 11Services: The Intangible Product6 pages
    1. In the Spotlight
    2. 11.1Classification of Services
    3. 11.2The Service-Profit Chain Model and the Service Marketing Triangle
    4. 11.3The Gap Model of Service Quality
    5. 11.4Ethical Considerations in Providing Services
    6. Practice
  13. 12Pricing Products and Services8 pages
    1. In the Spotlight
    2. 12.1Pricing and Its Role in the Marketing Mix
    3. 12.2The Five Critical Cs of Pricing
    4. 12.3The Five-Step Procedure for Establishing Pricing Policy
    5. 12.4Pricing Strategies for New Products
    6. 12.5Pricing Strategies and Tactics for Existing Products
    7. 12.6Ethical Considerations in Pricing
    8. Practice
  14. 13Integrated Marketing Communications7 pages
    1. In the Spotlight
    2. 13.1The Promotion Mix and Its Elements
    3. 13.2The Communication Process
    4. 13.3Integrated Marketing Communications
    5. 13.4Steps in the IMC Planning Process
    6. 13.5Ethical Issues in Marketing Communication
    7. Practice
  15. 14The Promotion Mix: Advertising and Public Relations8 pages
    1. In the Spotlight
    2. 14.1Advertising in the Promotion Mix
    3. 14.2Major Decisions in Developing an Advertising Plan
    4. 14.3The Use of Metrics to Measure Advertising Campaign Effectiveness
    5. 14.4Public Relations and Its Role in the Promotion Mix
    6. 14.5The Advantages and Disadvantages of Public Relations
    7. 14.6Ethical Concerns in Advertising and Public Relations
    8. Practice
  16. 15The Promotion Mix: Personal Selling and Sales Promotion9 pages
    1. In the Spotlight
    2. 15.1Personal Selling and Its Role in the Promotion Mix
    3. 15.2Classifications of Salespeople Involved in Personal Selling
    4. 15.3Steps in the Personal Selling Process
    5. 15.4Management of the Sales Force
    6. 15.5Sales Promotion and Its Role in the Promotion Mix
    7. 15.6Main Types of Sales Promotion
    8. 15.7Ethical Issues in Personal Selling and Sales Promotion
    9. Practice
  17. 16Direct, Online, Social Media, and Mobile Marketing6 pages
    1. In the Spotlight
    2. 16.1Traditional Direct Marketing
    3. 16.2Social Media and Mobile Marketing
    4. 16.3Metrics Used to Evaluate the Success of Online Marketing
    5. 16.4Ethical Issues in Digital Marketing and Social Media
    6. Practice
  18. 17Distribution: Delivering Customer Value9 pages
    1. In the Spotlight
    2. 17.1The Use and Value of Marketing Channels
    3. 17.2Types of Marketing Channels
    4. 17.3Factors Influencing Channel Choice
    5. 17.4Managing the Distribution Channel
    6. 17.5The Supply Chain and Its Functions
    7. 17.6Logistics and Its Functions
    8. 17.7Ethical Issues in Supply Chain Management
    9. Practice
  19. 18Retailing and Wholesaling9 pages
    1. In the Spotlight
    2. 18.1Retailing and the Role of Retailers in the Distribution Channel
    3. 18.2Major Types of Retailers
    4. 18.3Retailing Strategy Decisions
    5. 18.4Recent Trends in Retailing
    6. 18.5Wholesaling
    7. 18.6Recent Trends in Wholesaling
    8. 18.7Ethical Issues in Retailing and Wholesaling
    9. Practice
  20. 19Sustainable Marketing: The New Paradigm7 pages
    1. In the Spotlight
    2. 19.1Sustainable Marketing
    3. 19.2Traditional Marketing versus Sustainable Marketing
    4. 19.3The Benefits of Sustainable Marketing
    5. 19.4Sustainable Marketing Principles
    6. 19.5Purpose-Driven Marketing
    7. Practice
  21. Appendices2 pages
    1. AUnit Introduction
    2. BUnit Introduction