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Read more about Principles of Marketing

Principles of Marketing

(3 reviews)

Maria Gomez Albrecht, University of Texas

Mark Green, Simpson College

Linda Hoffman, Ivy Tech Community College

Copyright Year: 2022

ISBN 13: 9781711471525

Publisher: OpenStax

Language: English

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Reviewed by Carrie Trimble, Ph.D., Associate Professor of Marketing, Millikin University on 12/13/23

This text includes all the expected topics for an introduction to marketing–the marketing mix, customer segmentation and targeting, marketing strategy and ethics. The section on segmentation and targeting is titled “Understanding the Marketplace”... read more

Reviewed by Saroja Subrahmanyan, Professor, St. Mary's College of California on 5/30/23

The book is quite comprehensive. It covers all aspects of what is (and should be) taught in a Core Marketing Class. It covers the relevant theories/ frameworks, provides suitable examples and cases (including video caselets) and offers and... read more

Reviewed by Aidin Namin, Associate Professor, Loyola Marymount University on 2/28/23

As someone who has been teaching this course for ten years, I can say that I find this textbook to be highly comprehensive. I think the authors have done a very good job bringing together the topics that students need to learn in this important... read more

Table of Contents

  • Unit 1. Setting the Stage
    • Chapter 1. Marketing and Customer Value
    • Chapter 2. Strategic Planning in Marketing
  • Unit 2. Understanding the Marketplace
    • Chapter 3. Consumer Markets and Purchasing Behavior
    • Chapter 4. Business Markets and Purchasing Behavior
    • Chapter 5. Market Segmentation, Targeting, and Positioning
    • Chapter 6. Marketing Research and Market Intelligence
    • Chapter 7. Marketing in a Global Environment
    • Chapter 8. Marketing in a Diverse Marketplace
  • Unit 3. Product, Promotion, Price, and Place
    • Chapter 9. Products: Consumer Offerings
    • Chapter 10. Maintaining a Competitive Edge with New Offerings
    • Chapter 11. Services: The Intagible Product
    • Chapter 12. Pricing Products and Services
    • Chapter 13. Integrated Marketing Communications
    • Chapter 14. The Promotion Mix: Advertising and Public Relations
    • Chapter 15. The Promotion Mix: Personal Selling and Sales Promotion
    • Chapter 16. Direct, Online, Social Media, and Mobile Marketing
    • Chapter 17. Distribution: Delivering Customer Value
    • Chapter 18. Retailing and Wholesaling
    • Chapter 19. Sustainable Marketing: The New Paradigm
  • Answer Key
  • Index

Ancillary Material

  • OpenStax
  • OpenStax
  • About the Book

    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.

    About the Contributors


    Dr. Maria Gomez Albrecht, University of Texas

    Dr. Mark Green, Simpson College

    Linda Hoffman, Ivy Tech Community College

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