The "Core Concepts of Marketing" PDF document is actually a FREE 10 chapter introductory level marketing textbook available online to instructors and students alike which features a heavily applied focus. The text demonstrates how domestic and international companies of all sizes use marketing and make marketing decisions. The chapter openers, the Integrated Marketing and Newsline boxes and the end of chapter cases also help students to better understand the nature of marketing. Chapter coverage includes 1) Introduction to Marketing; 2) Understanding and Approaching the Market; 3) Marketing Research: An Aid to Decision-Making; 4) Understanding Buyer Behavior; 5) External Considerations in Marketing; 6) Marketing in Global Markets; 7) Introducing and Managing the Product; 8) Communicating to Mass Markets; 9) Pricing the Product; 10) Channel Concepts: Distributing the Product.
Type of Material:
Substitution for printed text book.
Adobe Acrobat pdf reader
Identify Major Learning Goals:
The primary goal is to provide the user with a concise introduction to marketing that covers the core concepts in an understandable fashion while eliminating unnecessary detail.
Target Student Population:
First college-level marketing course.
Prerequisite Knowledge or Skills:
The module provides fairly comprehensive coverage of the material that one would expect to have covered in an introductory marketing course. "Core Concepts of Marketing" is free to all users, courtesy of the Global Text project. In an era of rising textbook costs, many students who might not otherwise be able to afford a textbook, could certainly benefit from having access to this resource.
The module contains very light coverage of some subjects that warranted an entire chapter in a printed text book of the same approximate length: retailing, customer relationship management (CRM), service and non-profit marketing, business marketing, corporate social responsibility (CSR) and ethics.
The online document currently posted (as of September of 2009) was scanned from a hard copy book and the text was converted digitally using an optical character recognition program. As is typically the case, the OCR scanning process has not accurately converted the entire text -- several visible errors exist in every chapter. However, a disclaimer notes that the current version will be replaced soon, once the text has been entirely converted to the Global text standard. Although the Global Text lists a copyright date of 2008, it appears that the text was written much earlier. Thus while the examples and articles referenced in the text were current when this edition of the text was originally released, they are somewhat dated now. Most examples, web screen shots, etc. span the time frame of 1996 - 2001; much of the reference material on which the text is based dates back earlier. Most importantly, the text fails to mention several of the more recent trends in marketing such as using social media for marketing purposes (among others).
Potential Effectiveness as a Teaching Tool
Each chapter identifies learning objectives and is extremely efficient in terms of the content coverage. Chapters also do a nice job of demonstrating relationships between concepts and making the material come to life via a variety of examples. Many of the Internet assignments or Wall Street Journal exercises could be adapted or used as is.
No major concerns
Ease of Use for Both Students and Faculty
To those students who have easy access to a computer, the textbook is very accessible and easy to use either on- or off-line. The file size of 13.8 megs is reasonable, and can easily fit on flash drives marketed today.
The text makes good use of illustrations, ads, and screenshots to enhance the readability of each chapter.
Instructors are able to distribute open source textbooks such as this one via paper, CD, or DVD, in addition to digitally via PDF files.
The text is of sub-standard quality. The text was scanned using optical character recognition (OCR) and, typical of these attempts, it has unusual characters in places that the OCR mis-read a character. The entire text is in grey scale. The pictures and diagrams are few and often grainy. The entire visual approach is counter to the visual reading style typical of the millennial learner.
Currently, the document contains several spelling errors as a result of the OCR conversion process that may result in minor confusion among students. Instructors may find adopting this text to be more time-consuming, with respect to exam and lecture preparation. According to the preface of the scanned textbook, standard teaching supplements were originally available for instructors (test bank, PPTs, online companion site, etc.) from the publisher's website. However, as this edition is no longer in print, it is unlikely that instructors who adopt this text would have access to these materials.
Other Issues and Comments:
Instructors who make use of this resource as the primary textbook for their Marketing course will need to integrate more current examples into their lecture. The IMC content will also need to be expanded heavily.
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