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Introduction to Marketing – MKTG 3433
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Rebecca Miles, University of Arkansas
WCOB Marketing Faculty, University of Arkansas
Copyright Year:
Last Update: 2025
Publisher: University of Arkansas
Language: English
Formats Available
Conditions of Use
Attribution
CC BY
Table of Contents
- Dedication
- Acknowledgements
- Chapter 1: What Is Marketing?
- Chapter 2: Marketing Function
- Chapter 3: Segmentation and Targeting
- Chapter 4: Marketing Strategy
- Chapter 5: Ethics and Social Responsibility
- Chapter 6: Marketing Information and Research
- Chapter 7: Consumer Behavior
- Chapter 8: Positioning
- Chapter 9: Branding
- Chapter 10: Product Marketing
- Chapter 11: Pricing Strategies
- Chapter 12: Place: Distribution Channels
- Chapter 13: Promotion: Integrated Marketing Communication (IMC)
- Chapter 14: Marketing Globally
- Chapter 15: Marketing Plan
- Faculty Resources
- Credits & References
- References
About the Book
This University of Arkansas open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.
About the Contributors
Author
WCOB Marketing Faculty, University of Arkansas
Editor
Rebecca Miles, University of Arkansas