An overall view of the field of marketing and the theory of consumer and enterprise demand. Emphasis is given to consumer behavior, advertising, social responsibility, marketing strategies, market potential, product planning and development, market research, pricing, sales promotion, channels of distribution and government regulation.
Our main focus will be on the strategies and tactics related to the 4P’s of marketing: 1) product, 2) price, 3) place, and 4) promotion. We will also discuss ethics, social responsibility, creating value, marketing research, developing marketing strategies, consumer behavior, segmenting markets, and the positioning, creating, branding, pricing, distributing, selling, and advertising of products.
Principles in Marketing (external link, click here)
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.
Principles in Marketing (2015). (University of Minnesota Libraries Publishing edition). Minneapolis, MN. Retrieved from https://doi.org/10.24926/8668.1901