{"data":{"id":1994,"title":"Marketing Principles From The River City","edition_statement":null,"volume":null,"copyright_year":null,"isbn10":null,"isbn13":"9781965417065","license":"Attribution-NonCommercial","language":"eng","accessibility_statement":null,"accessibility_features":[],"description":"Marketing Principles From the River City provides a contemporary exploration into the rudimentary concepts of marketing intended to be a free and open-access handbook for undergraduate introduction to marketing course students, a refresher resource for marketing majors entering upper level marketing courses, and a reference for marketing practitioners. Throughout the book, the reader will notice references to the hometown of Virginia Commonwealth University, Richmond, Virginia, also known as the “River City.” The book is divided into three overarching topic areas: Marketing and Markets, the Marketing Toolkit, and the Marketing Mix. Topics covered in the handbook include consumer and business-to-business behaviors, international marketing, strategic planning, marketing research, segmentation, targeting and positioning, product concepts, distribution, pricing, and promotion concepts.","contributors":[{"id":7876,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Jodie","middle_name":"L","last_name":"Ferguson","location":"Virginia Commonwealth University","background_text":""},{"id":7877,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Cesar","middle_name":null,"last_name":"Zamudio","location":"Virginia Commonwealth University","background_text":"César Zamudio is an expert in marketing analytics and empirical modeling. His previous academic appointments include positions at Washington University in St. Louis and Kent State University. Zamudio joined VCU in 2019, where he teaches the Marketing Analytics class at the undergraduate and graduate levels, as well as the Marketing Research course at the undergraduate level."}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":1964,"url":"https://pressbooks.library.vcu.edu","year":null,"created_at":"2026-03-24T15:21:20.000-05:00","updated_at":"2026-03-24T15:21:20.000-05:00","name":"Virginia Commonwealth University"}],"formats":[{"id":5200,"type":"PDF","url":"https://pressbooks.library.vcu.edu/marketingprinciples/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":5201,"type":"eBook","url":"https://pressbooks.library.vcu.edu/marketingprinciples/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":5202,"type":"XML","url":"https://pressbooks.library.vcu.edu/marketingprinciples/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":null,"textbook_reviews_count":0,"reviews":[],"url":"https://open.umn.edu/opentextbooks/textbooks/marketing-principles-from-the-river-city","updated_at":"2026-05-18T12:03:57.000-05:00"}}