Marketing: An Introductory Text
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Date
2022
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Abstract
There are many excellent Introduction to Marketing textbooks on the market. Since most professors emphasize some parts and not others, and as some terminology is author specific, this OER was designed to emphasize the material the author emphasizes in class and to focus on a minimalistic approach, allowing the instructor to provide additional insights. This text addresses the basic marketing concepts of marketing research, STP, product ,place, price, and promotion. Digital marketing is addressed but not emphasized as the author considers it a very effective and important tool to implement marketing concepts and strategies. This text stresses the role of marketing in strategic planning and how the specific concepts and strategies fit into the organization’s strategic plan.
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Marketing research, STP (segmentation, targeting, and positioning), Product, place, price, and promotion, Marketing concepts, Marketing strategies, Strategic planning
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This work is under a CC-BY-NC-SA license. You are free to copy and redistribute the material in any format as well as remix, transform, and build upon the material as long as you give appropriate credit to the original creator, provide a link to the license, and indicate any changes made. You must distribute any contributions under an identical license
https://creativecommons.org/licenses/by-nc-sa/4.0
https://creativecommons.org/licenses/by-nc-sa/4.0
Type
Book