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by Openstax (Author)
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.
Senior Contributing AuthorsDr. Maria Gomez Albrecht, University of Texas at Dallas
Dr. Mark Green, Simpson College
Linda Hoffman, Ivy Tech Community College
Jacqueline Babb, Northwestern University
Lauren M. Donovan, Delaware County Community College
Debra Ellerbrook, Concordia University Wisconsin
Lisa S. Goolsby, Southern New Hampshire University
Jaciel Keltgen, Minnesota State University
Sarah M. Shepler, Ivy Tech Community College
Deborah Toomey, Northwest Missouri State University
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