Principles of Marketing (Record no. 39487)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03274nam a2200409 i 4500 |
| 001 - CONTROL NUMBER | |
| control field | OTLid0001325 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MnU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241120064030.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION | |
| fixed length control field | m o d s |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 230130s2022 mnu o 0 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781711471525 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MnU |
| Language of cataloging | eng |
| Transcribing agency | MnU |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5001 |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gomez Albrecht, Maria |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Principles of Marketing |
| Statement of responsibility, etc | Maria Gomez Albrecht |
| 264 #2 - | |
| -- | Minneapolis, MN |
| -- | Open Textbook Library |
| 264 #1 - | |
| -- | [Place of publication not identified] |
| -- | OpenStax |
| -- | [2022] |
| 264 #4 - | |
| -- | ©2022. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource |
| 336 ## - | |
| -- | text |
| -- | txt |
| -- | rdacontent |
| 337 ## - | |
| -- | computer |
| -- | c |
| -- | rdamedia |
| 338 ## - | |
| -- | online resource |
| -- | cr |
| -- | rdacarrier |
| 490 0# - SERIES STATEMENT | |
| Series statement | Open textbook library. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Unit 1. Setting the Stage -- Chapter 1. Marketing and Customer Value -- Chapter 2. Strategic Planning in Marketing -- Unit 2. Understanding the Marketplace -- 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 -- Unit 3. Product, Promotion, Price, and Place -- Chapter 9. Products: Consumer Offerings -- Chapter 10. Maintaining a Competitive Edge with New Offerings -- Chapter 11. Services: The Intagible 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 Promotion -- 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 -- Answer Key -- Index |
| 520 0# - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 542 1# - | |
| -- | Attribution |
| 546 ## - LANGUAGE NOTE | |
| Language note | In English. |
| 588 0# - | |
| -- | Description based on print resource |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Business |
| Form subdivision | Textbooks |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| Form subdivision | Textbooks |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Green, Mark |
| Relator term | author |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hoffman, Linda |
| Relator term | author |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Open Textbook Library |
| Relator term | distributor |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://open.umn.edu/opentextbooks/textbooks/1325">https://open.umn.edu/opentextbooks/textbooks/1325</a> |
| Public note | Access online version |
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