Principles of Marketing

A free online textbook in Marketing: Principles of Marketing.

WHY IT’S INTERESTING

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.

SERENDIPITYA little unexpected

FamiliarWeird

A CLOSER LOOK

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.

Published by University of Minnesota Libraries Publishing. The library lists its license as Attribution-NonCommercial-ShareAlike. Open the catalog record to find the full text, formats, reviews, and current reuse terms.

FOLLOW THE EVIDENCE

Open Textbook Library · University of MinnesotaPrinciples of Marketing

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