000			03412cam a2200433 i 4500
001			23033233
003			KeNaZET
005			20240911150044.0
006			m o d
007			cr |||||||||||
008			230324s2023 txu ob 001 0 eng
010			_a 2021387746
020			_a9781951693886 _q(digital)
020			_z9781711471518 _q(hardcover)
020			_z9781998109142 _q(paperback)
040			_aDLC _beng _erda _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415 .A43 2023
082	0	0	_a658.8 _223/eng/20230328
100	1		_aAlbrecht, Maria Gomez, _eauthor. _93823
245	1	0	_aPrinciples of marketing / _cDr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman.
250			_a1st edition
260			_aRice University : _cc2023.
300			_a699 pages ; _bill. , _c28 cm
504			_aIncludes bibliographical references and index.
505	0		_aChapter 1 Marketing and Customer Value -- Chapter 2 Strategic Planning in Marketing -- 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 -- Chapter 9 Products: Consumer Offerings -- Chapter 10 Maintaining a Competitive Edge with New Offerings -- Chapter 11 Services: The Intangible 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 -- 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.
506			_fUnrestricted online access
520			_a"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."--OpenStax.
540			_aCreative Commons Attribution 4.0 International _uhttps://creativecommons.org/licenses/by/4.0/legalcode
650		0	_aMarketing _vTextbooks. _93824
655		7	_aOpen educational resources. _2lcgft _93825
655		7	_aTextbooks. _2lcgft _93688
700	1		_aGreen, Mark C., _eauthor. _93826
700	1		_aHoffman, Linda M., _eauthor. _93827
856	4	0	_dgdcebookspublic _f2021387746 _uhttps://hdl.loc.gov/loc.gdc/gdcebookspublic.2021387746
906			_a7 _bcbc _corignew _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK _kHF5415 _m.A43 2023
999			_c6186 _d6186