The Principles of Marketing textbook contains fifteen modules—roughly one module per week for a 16-week semester. We recommend NOT doubling up the following modules, because they are long and especially challenging. Students will need more time for mastery and completion of assignments.Module 4: Marketing Strategy

Short Description:
Principles of Marketing, 1st Canadian Edition is an overview of the principles of Marketing, suitable for use in a first-year university-level marketing course. The creation of this book was funded by the inaugural Toronto Metropolitan University Libraries and Ted Rogers School Of Management OER Partnership Grant.

Word Count: 99931

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Short Description:
How I Did It: Successful Indie Authors Share How They Create Books compiles the stories of self-publishing indie authors, publishers and other organizations who publish that have successfully created their books and streamlined the costly, difficult parts of book production by using the simple rapid publishing system Pressbooks.com.

Long Description:
How I Did It: Successful Indie Authors Share How They Create Books compiles the stories of self-publishing indie authors, publishers and other organizations who publish that have successfully created their books and streamlined the costly, difficult parts of book production by using the simple rapid publishing system Pressbooks.com.

In addition to file conversion and book design, these authors share their secrets to successful self-publishing and marketing for books as well as insights on the writing, editing and other parts of the process of book publishing.

Word Count: 10517

(Note: This resource's metadata has been created automatically as part of a bulk import process by reformatting and/or combining the information that the author initially provided. As a result, there may be errors in formatting.)

Building Meaningful Customer Relationships and Engaged Audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 62262

Included H5P activities: 18

ISBN: 978-1-77420-217-3

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

2nd EDITION

Short Description:
Part II of NSCC's Introduction to Marketing. Part 1: Introduction to Marketing I 2e (MKTG 1010). Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Send an email to request access. Supplementary Teaching Resources Available.

Long Description:
This NSCC open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Word Count: 159000

ISBN: 978-1-990641-19-0

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Introduction to Business is designed to meet the scope and sequence requirements of foundational business courses. The textbook presents business principles and emerging trends in fields including management, leadership, production, marketing, and finance.
Chapter 1: Understanding Economic Systems and Business
Chapter 2: Making Ethical Decisions and Managing a Socially Responsible Business
Chapter 3: Competing in the Global Marketplace
Chapter 4: Forms of Business Ownership
Chapter 5: Entrepreneurship: Starting and Managing Your Own Business
Chapter 6: Management and Leadership in Today's Organizations
Chapter 7: Designing Organizational Structures
Chapter 8: Managing Human Resources and Labor Relations
Chapter 9: Motivating Employees
Chapter 10: Achieving World-Class Operations Management
Chapter 11: Creating Products and Pricing Strategies to Meet Customers' Needs
Chapter 12: Distributing and Promoting Products and Services
Chapter 13: Using Technology to Manage Information
Chapter 14: Using Financial Information and Accounting
Chapter 15: Understanding Money and Financial Institutions
Chapter 16: Understanding Financial Management and Securities Markets

Building meaningful customer relationships and engaged audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 54706

Included H5P activities: 18

ISBN: 978-1-77897-021-4

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Short Description:
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, sustainability, ethics and social responsibility, global coverage, and metrics. NewPara https://doi.org/10.24926/8668.1901 ISBN: 978-1-946135-19-3

Long Description:
Principles of Marketing is adapted from a work produced by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the University of Minnesota Libraries Publishing through the eLearning Support Initiative.

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. 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.

Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.

Global coverage — the authors deliberately entitled Chapter 1 ”What is Marketing?“ Whether it is today’s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.

Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer ”well, what this marketing strategy really worth it?“ And ”what is the marketing ROI?“ And finally, ”what is this customer or set of customers worth to us over their lifetime?“

Word Count: 124476

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

NSCC Edition

Short Description:
This open textbook is an adapted version of eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition. It has been modified to match the outcomes for business courses at NSCC.

Long Description:
This open textbook is an adapted version of eMarketing: The Essential Guide to Marketing in a Digital World – 6th Edition. It has been modified to match the outcomes for business courses at NSCC.

Word Count: 38246

ISBN: 978-1-990641-13-8

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Building meaningful customer relationships and engaged audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 54722

Included H5P activities: 17

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

The Spirit of the Lake Native Boutique (SOTL) case study explores marketing issues and challenges experienced by a gift store in West Kelowna, BC. Not only does it include discussions of the store’s target market, experiences, and appropriate as well as affordable marketing channels, it also addresses challenges of Indigenous business ownership and has an Indigenous product emphasis.

As a significant and important niche business in British Columbia and across Canada, Indigenous business ownership is growing and flourishing. The following case outlines the current situation for Gift ‘N Gab (GNG) Trading Post, setting the scene for students to assess marketing opportunities, justify marketing recommendations, and rationalize strategic marketing approaches.

Une introduction à l'utilisation des outils en technologie de l'information pour les processus opérationnels, stratégiques et tactiques ainsi que les prises de décision au sein des organisations

Word Count: 99600

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

This Guide has been created for those with the fewest number of resources and the smallest of budgets. It is dedicated to educators, activists, non-profits, charities, advocacy groups, and social justice leaders who are putting in the work to make our world a better place. It was created by 34 Kwantlen Polytechnic University students during the summer of 2020.

This compilation of Indigenous Business Case Studies, focusing on the BC Interior, explores marketing challenges and approaches of a variety of indigenous-owned businesses. The authors had the opportunity to have conversations with the business owners and feel honoured to have been trusted with information and data to put this collection together.

يهدف هذا الموقع تعريف الاسفنج وانواعة ومميزاته واستخداماته والمواد الاولية ومرحلة الانتاج والالات والصوت والصوت ما يخص الاسفنج.

This book is part of the college course BUS 105 Social Media Marketing currently offered at Saddleback College in Mission Viejo, CA and taught by Dr. Scot Trodick. This book can be viewed along with original social media marketing content which can be accessed by enrolling in BUS 105 Social Media Marketing offered at Saddleback College in Mission Viejo, CA and taught by Dr. Scot Trodick. Material from this course is not included in this open educational resource. Enrolling in the course BUS 105 Social Media Marketing at Saddleback College will provide full access to all materials or the content can be obtained directly from Bishop Publishing.

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, sustainability, ethics and social responsibility, global coverage, and metrics.