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Principles of Marketing

Principles of Marketing

"Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic – This textbook employs the term “offering” instead of the more traditional First "P" – product. That is because consumers don’t sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both. Sustainability – Increasingly, companies are interested in the impact they are... Show More
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Kirti Celly
Kirti Celly (Faculty)
35 weeks ago
Thanks Cathy. I am curious about your motivation... think that is a longer conversation. I will share the link and pdf.
Kirti Celly
Kirti Celly (Faculty)
35 weeks ago
How may I use this text as a resource for a principles class--do I download the pdf or direct students to MERLOT? This is the first year I am not using a required text and am looking for basic materials. Thanks.
Cathy Swift
Cathy Swift (Administrator)
35 weeks ago
Any way that you want, Kirti. You can download the PDF and then post it on your webpage for students to access. You can also just provide the link to the PDF document - https://www.saylor.org/site/textbooks/Principles%20of%20Marketing.pdf . You don't have to have your students come to MERLOT. We just want to make it available for your use.