tag:open.umn.edu,2005:/opentextbooks/subjects/22Open Textbook Library - Marketing Textbooks2024-03-03T23:59:33Zhttps://open.umn.edu/assets/common/favicon/favicon-1594c2156c95ca22b1a0d803d547e5892bb0e351f682be842d64927ecda092e7.icohttps://open.umn.edu/assets/library/otl_logo-f9161d5c999f5852b38260727d49b4e7d7142fc707ec9596a5256a778f957ffc.png16062024-03-04T00:05:16Z2024-03-04T00:05:16ZSports Marketing: An Australian Perspective<img alt="Read more about Sports Marketing: An Australian Perspective" title="Sports Marketing: An Australian Perspective cover image" class="cover " width="350" height="524" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTEyMjMsInB1ciI6ImJsb2JfaWQifX0=--8f631aae944c5e405e7d66fccb3db9c2465d9486/Cover6-350x524.jpg" />Sports marketing refers to promoting goods and services through sporting events and the endorsement of athletes and sports teams. For any sports organisation, it is imperative to have an effective sports marketing strategy in place to build brand awareness, enhance customer loyalty and generate revenue. Companies in sports use marketing strategies to fulfil their goals, such as attracting more junior players, involving parents, increasing the company's public profile, entertaining spectators, acquiring sponsorships, and securing broadcasting rights deals. This book has been written for sports management students at Western Sydney University for the subject Sports Marketing (BUSM2048) where they will learn general marketing knowledge and theories relevant to the sports industry, such as sponsorship, endorsements, customer experience, pricing and operations. This activity is aligned with SDG4 – Quality Education.16022024-03-03T23:30:33Z2024-03-03T23:30:33ZFoundations in Digital Marketing<img alt="Read more about Foundations in Digital Marketing" title="Foundations in Digital Marketing cover image" class="cover " width="386" height="500" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTEyMTEsInB1ciI6ImJsb2JfaWQifX0=--c9dad625cbfa05a975655d1bbbf25680976afea2/small_cover_textbook_404_94666f29a8.jpg" />Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing. The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as recommended industry certifications and online resources to augment the textbook.15822024-01-29T06:01:08Z2024-01-29T06:01:08ZMastering Strategic Management<img alt="Read more about Mastering Strategic Management" title="Mastering Strategic Management cover image" class="cover " width="350" height="525" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTEwMjAsInB1ciI6ImJsb2JfaWQifX0=--8abba50dec13b2aecf76afd8f7861e808b81d8b7/Mastering-Strategic-Management-350x525.jpg" />Teaching the strategic management course can be a challenge for many professors. In most business schools, strategic management is a “capstone” course that requires students to draw on insights from various functional courses they have completed (such as marketing, finance, and accounting) in order to understand how top executives make the strategic decisions that drive whether organizations succeed or fail. Although students have taken these functional courses, many students have very little experience with major organizational choices. It is this inexperience that can undermine many students’ engagement in the course. For questions about this textbook please contact textbookuse@umn.edu9952023-10-12T18:50:49Z2023-11-13T17:50:24ZIntroduction to Apparel Production Workbook<img alt="Read more about Introduction to Apparel Production Workbook" title="Introduction to Apparel Production Workbook cover image" class="cover " width="350" height="457" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6OTg2OCwicHVyIjoiYmxvYl9pZCJ9fQ==--8ae9d08a049a9724d6f49751799ef22551540054/intro%20to%20apparel.png" />Welcome to Introduction to Apparel Production. Whether you are part of the college class or learning on your own, you will gain important concepts and techniques in beginning apparel production. This workbook is to accompany the activities through in person teaching or online learning. There will be graphics and videos to help guide you through each step of this workbook. There are 6 learning units and a sewing projects unit in this workbook. The sewing projects unit contains 4 projects: tote bag, skirt, shirt and pants. The pattern numbers may change due to the availability of patterns.14372023-06-09T16:27:13Z2023-09-18T20:08:27ZCrawford Automation – A Guided Application of Structured Problem Solving<img alt="Read more about Crawford Automation – A Guided Application of Structured Problem Solving" title="Crawford Automation – A Guided Application of Structured Problem Solving cover image" class="cover " width="768" height="1024" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6NzQ0NSwicHVyIjoiYmxvYl9pZCJ9fQ==--d17187b1c620322df7ad051245fae457c27ac9ea/crawford-case-cover-1-12-1-768x1024%20(1).png" />This is a multimedia-enabled case in which students will be guided, by an industry expert, to apply structured problem-solving that addresses a typical supply chain problem, missing parts. What first appears as the issue may be a symptom of a root cause(s). The case utilizes videos, data files for analytics, audio recording, and videogame-style exercises to find the missing box of parts. The case is a collaboration between the Conestoga Centre for Supply Chain Innovation and ATS Automation and utilizes the ATS Business Model (ABM) approach to identifying and solving root causes. The case can be used in any Continuous Improvement course or program for either Business or Engineering students.12152023-05-11T14:39:44Z2024-02-29T20:58:48ZIntroduction to Social Media<img alt="Read more about Introduction to Social Media" title="Introduction to Social Media cover image" class="cover " width="336" height="429" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6Mzg1MywicHVyIjoiYmxvYl9pZCJ9fQ==--19b37f171442512391fd75506af68b22b755bc47/Social%20Media.PNG" />This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field - baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.13252023-01-30T14:51:46Z2024-01-22T14:52:42ZPrinciples of Marketing<img alt="Read more about Principles of Marketing" title="Principles of Marketing cover image" class="cover " width="806" height="1054" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6NDQ5MiwicHVyIjoiYmxvYl9pZCJ9fQ==--2b0e5e3cb8d7d8cfbfd80d2e90d02211b393a66d/Screen%20Shot%202023-01-30%20at%208.51.30%20AM.png" />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. Print copies of this book will be available for the fall 2023 semester. You can sign up to be notified when print copies are available.12172022-07-27T14:37:36Z2024-01-22T14:52:32ZCustomer Centric Strategy<img alt="Read more about Customer Centric Strategy" title="Customer Centric Strategy cover image" class="cover " width="350" height="389" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6Mzg2MSwicHVyIjoiYmxvYl9pZCJ9fQ==--12a65b176d119f4e75e1588a4b6b534d69fc760e/cover3-350x389.jpeg" />Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It's about mapping the customer journey to discover customer needs and wants, what's working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.12162022-07-27T14:30:59Z2024-01-22T14:52:32ZLeading Innovation<img alt="Read more about Leading Innovation" title="Leading Innovation cover image" class="cover " width="768" height="845" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6Mzg1OCwicHVyIjoiYmxvYl9pZCJ9fQ==--0888f51cbefe55648932843ed07125377f9e5146/cover8-768x845.jpeg" />Innovation today considers the economic, environmental, and/or social sustainability of an innovative initiative from its inception or idea generation through to its commercialization or implementation. This concept applies to many types of innovation such as products, processes, services, technologies, and business models. Companies use innovation as a means to gain a competitive advantage and bring value to business stakeholders. This book introduces business innovation, from incremental innovation such as enhancing the performance of an existing product, service, or process, to radical or disruptive innovation such as one that has a significant impact on a market. The content examines how leaders foster a culture of innovation, how companies turn creativity into innovation, and how innovation transforms not only organizations but economies as well.11482022-03-11T07:00:02Z2024-01-22T14:52:30ZDigital Marketing Strategy<img alt="Read more about Digital Marketing Strategy" title="Digital Marketing Strategy cover image" class="cover " width="683" height="1024" data-controller="common--cover" data-placeholder="/assets/common/placeholder-0e0607cbc50663ddb9e8fd188058bcd2630c730ef6ee322801278607b7d5af8e.png" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzQ1NSwicHVyIjoiYmxvYl9pZCJ9fQ==--94a4ec2ebfe7ac0cf65c1c6a1e8678b8ee6d8694/DMBCover_Photo-1-683x1024.jpg" />The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
https://open.umn.edu/opentextbooks/subjects/22?page=2