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    Principles of Marketing

    (26 reviews)

    Copyright Year:

    ISBN 13: 9781946135193

    Publisher: University of Minnesota Libraries Publishing

    Language: English

    Formats Available

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    Reviewed by Monisha Gupta, Assistant Professor, Marshall University on 1/2/23

    The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and... read more

    Reviewed by Rich Metzger, Adjunct Professor, Massachusetts Bay Community College on 11/24/22

    The OTL textbook covers the basic principles necessary to form a marketing foundation. The content should be updated to reflex the Pandemic and Post-Pandemic marketing environment. I felt some topics needed more discussion, and explanation, such... read more

    Reviewed by Victoria Shaw, Assistant Professor of Marketing, Anderson University on 3/11/22

    The book does a good job of highlighting basic marketing principles. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for... read more

    Reviewed by Amy Strunk, Lecturer, James Madison University on 11/29/21

    Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). read more

    Reviewed by Matthew Lunde, Assistant Professor, Pittsburg State University on 6/4/21

    the textbooks is very thorough in covering all the topis needed in a principles of marketing class. It even adds a chapter that is not in many other textbooks: "The Marketing Plan." However, my only criticism is that it does not touch on a huge... read more

    Reviewed by Felix Flores, Assistant Professor of Marketing, Metropolitan State University of Denver on 4/17/21, updated 5/26/21

    The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan. read more

    Reviewed by Diane Edmondson, Adjunct Professor, Trine University on 4/16/21

    Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Since the book is somewhat dated, there is limited coverage on both digital marketing and social media as well as marketing... read more

    Reviewed by Ricardo McCoy, Adjunct Professor, Trine University on 3/3/21

    I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix. Most important, the content is updated and relevant. The layout is... read more

    Reviewed by Markus Biegel, Adjunct Faculty, California State University, Dominguez Hills on 8/12/20

    I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. When looking into how in-depth the book goes, it is not... read more

    Reviewed by Kirti Celly, Professor, California State University, Dominguez Hills on 8/10/20

    Principles begins with a question to spark curiosity for the novice student of marketing. Organized into 16 chapters, it takes a traditional strategic planning, consumer and buyer behavior, research and 4Ps approach that addresses all major areas... read more

    Reviewed by Sheryl Spann, Marketing Instructor, Oregon State University on 7/28/20

    The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students... read more

    Reviewed by Zahra Tohidinia, Assistant Professor, Framingham State University on 6/12/20

    The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases. read more

    Reviewed by Christian Gilde, Business Faculty, University of Montana - Western on 1/31/20

    The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and... read more

    Reviewed by Kelly Atkins, Associate Professor, East Tennessee State University on 10/21/19

    The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a... read more

    Reviewed by Donald Chang, Professor, Metropolitan State University of Denver on 4/29/19

    The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details.... read more

    Reviewed by Nicole Lytle, Faculty Lecturer, LaGuardia Community College on 4/24/19

    This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way. read more

    Reviewed by Duane Bernard, Lecturer, Gettysburg College on 3/12/19

    The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not... read more

    Reviewed by Lori Rumreich, Assistant Professor of Marketing, Marian University on 3/5/19

    This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful.... read more

    Reviewed by Rosemary Prince, Teaching Faculty III, Florida State University on 12/6/18

    The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary... read more

    Reviewed by Melodi Guilbault, Senior University Lecturer, NJIT on 5/21/18

    The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on... read more

    Reviewed by David C Taylor, Assistant Pofessor, University of Houston on 3/27/18

    A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. read more

    Reviewed by Mary Tripp, Business Faculty, St. Paul College on 2/1/18

    The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the... read more

    Reviewed by Kristin Hagan, Associate Professor, Northern Virginia Community College on 6/20/17

    This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling,... read more

    Reviewed by Oksana Grybovych, Associate professor, University of Northern Iowa on 12/5/16

    The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards... read more

    Reviewed by Chris Blocker, Assistant Professor, Colorado State University on 1/7/16

    Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g.,... read more

    Reviewed by Marina Jaffey, Instructor & Program Leader Marketing, Camosun College on 10/9/13

    This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed... read more

    Table of Contents

    • Chapter 1: What is Marketing?
    • Chapter 2: Strategic Planning
    • Chapter 3: Consumer Behavior: How People Make Buying Decisions
    • Chapter 4: Business Buying Behavior
    • Chapter 5: Market Segmenting, Targeting, and Positioning
    • Chapter 6: Creating Offerings
    • Chapter 7: Developing and Managing Offerings
    • Chapter 8: Using Marketing Channels to Create Value for Customers
    • Chapter 9: Using Supply Chains to Create Value for Customers
    • Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
    • Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
    • Chapter 12: Public Relations, Social Media, and Sponsorships
    • Chapter 13: Professional Selling
    • Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
    • Chapter 15: Price, the Only Revenue Generator
    • Chapter 16: The Marketing Plan

    Ancillary Material

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    About the Book

    Principles of Marketing 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 having on their local community as well as the overall environment. This is often referred to as the "triple bottom line" of financial, social, and environment performance.

    Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.

    Global coverage — the authors deliberately entitled Chapter 1 "What is Marketing?" Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today's marketing professionals must understand the world in which they and their companies operate.

    Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer "well, what this marketing strategy really worth it?" And "what is the marketing ROI?" And finally, "what is this customer or set of customers worth to us over their lifetime?"

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