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This is a free textbook from Boundless that is offered by Amazon for reading on a Kindle. Anybody can read Kindle books—even without a Kindle device—with the free Kindle app for smartphones and tablets. Download the app for your device and start reading for free.'The Boundless Marketing textbook is a college-level, introductory...
This is a free textbook from Boundless that is offered by Amazon for reading on a Kindle. Anybody can read Kindle books—even without a Kindle device—with the free Kindle app for smartphones and tablets. Download the app for your device and start reading for free.
'The Boundless Marketing textbook is a college-level, introductory textbook that covers the exciting subject of Marketing. Boundless works with subject matter experts to select the best open educational resources available on the web, review the content for quality, and create introductory, college-level textbooks designed to meet the study needs of university students.
This textbook covers:
An Overview of Marketing -- Marketing, The Marketing Orientation Evolution, Contemporary Relationship Marketing, Value Based Marketing, Importance of Marketing, Evaluating Marketing Performance
Marketing Strategies and Planning -- The Strategic Planning Process, Strategic Views, Introducing the Marketing Plan, Overview of Forecasting, Steps to Creating a Marketing Plan
The Marketing Environment -- The Marketing Environment, Internal Factors, External Factors, Technology
Consumer Marketing -- Consumers, Marketing Research Process, Technology to Assist Market Research, Market Segmentation, Identify Target Markets, Conducting a Segmentation, Competitive Perceptual Positioning, Consumer Decision Process, Personality Influences on the Consumer Buying Decision Process, Social Influences on Consumer Purchasing, Consumer Experience
Business to Business Marketing -- Business Markets, Business Customers, Industrial Classification, Business Buying Decision Process
Services Marketing -- The Importance of Services, Services vs. Products, Marketing Mixes for Services, Service Quality
Global Marketing -- Global Marketing, The Global Marketing Environment, Important International Bodies and Agreements, Types of International Business, Global Marketing Mix
Pricing -- Price, Competitive Dynamics and Pricing, Demand Analysis, Inputs to Pricing Decisions, Pricing Objectives, General Pricing Strategies, Specific Pricing Strategies, Pricing Tactics, Pricing Legal Concerns
Products -- What is a Product?, Types of Products, Product Line and Product Mix, Product Life Cycles, Managing Existing Products, New Product Development, Differentiating Factors in Product Design, The Spread of New Products
Branding & Packaging -- Branding, Packaging
Marketing Channels -- Marketing Channels in Supply Chain, Channel Intermediaries, Channel Structures, Channel Strategy Decisions, Marketing and Channel Relationships