000			03900cam a2200505 i 4500
001			1366105093
003			OCoLC
005			20250206145020.0
006			m o d
007			cr |||||||||||
008			230324s2023 txu ob 001 0 eng
020			_a9781951693886 _q(digital)
020			_a1951693884
020			_z9781711471518 _q(hardcover)
020			_z9781711471525 _q(paperback)
020			_a1711471518
020			_a1711471526
020			_a9781711471518
020			_a9781711471525
035			_a(OCoLC)1366105093
040			_aDLC _beng _erda _cDLC _dITD _dDLC
041			_aeng
042			_apcc
050	0	0	_aHF5415
082	0	0	_a658.8 ALB 2023 _223/eng/20230328
100	1		_aAlbrecht, Maria Gomez, _0https://id.loc.gov/authorities/names/n2023017543 _eauthor
245	1	0	_aPrinciples of marketing / _cDr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
264		1	_aHouston, Texas : _bOpenStax, Rice University, _c2023
300			_a1 online resource (699 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
504			_aIncludes bibliographical references and index
505	0		_aChapter 1 Marketing and Customer Value -- Chapter 2 Strategic Planning in Marketing -- Chapter 3 Consumer Markets and Purchasing Behavior -- Chapter 4 Business Markets and Purchasing Behavior -- Chapter 5 Market Segmentation, Targeting, and Positioning -- Chapter 6 Marketing Research and Market Intelligence -- Chapter 7 Marketing in a Global Environment -- Chapter 8 Marketing in a Diverse Marketplace -- Chapter 9 Products: Consumer Offerings -- Chapter 10 Maintaining a Competitive Edge with New Offerings -- Chapter 11 Services: The Intangible Product -- Chapter 12 Pricing Products and Services -- Chapter 13 Integrated Marketing Communications -- Chapter 14 The Promotion Mix: Advertising and Public Relations -- Chapter 15 The Promotion Mix: Personal Selling and Sales -- Chapter 16 Direct, Online, Social Media, and Mobile Marketing -- Chapter 17 Distribution: Delivering Customer Value -- Chapter 18 Retailing and Wholesaling -- Chapter 19 Sustainable Marketing: The New Paradigm
506			_aOpen Access Electronic Book
520			_a"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."--OpenStax
650		0	_aMarketing _0https://id.loc.gov/authorities/subjects/sh85081333 _vTextbooks. _0https://id.loc.gov/authorities/subjects/sh99001753
655		7	_aOpen educational resources. _2lcgft
655		7	_aTextbooks. _2lcgft _0https://id.loc.gov/authorities/genreForms/gf2014026191
700	1		_aGreen, Mark C., _0https://id.loc.gov/authorities/names/n96050939 _eauthor
700	1		_aHoffman, Linda M., _0https://id.loc.gov/authorities/names/n2023017545 _eauthor
710	2		_aOhio Library and Information Network. _0https://id.loc.gov/authorities/names/no95058981
856			_uhttps://firstcityuniversity.sharepoint.com/:b:/s/FirstCityUC-eBooksCollections11/ESdiKRWiSRBJgk6h1OvXk9YBESDnOacxgmepOX0FEe3GdA?e=oBYD1c
942			_2ddc _cER
999			_c60298 _d60298