Principles of Marketing

<p><em style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Principles of Marketing</em><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)> is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. </span><em style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Principles of Marketing</em><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)> 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. </span><em style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Principles of Marketing</em><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)> is modular allowing flexibility for courses with varied learning outcomes and coverage.</span></p><h3><br></h3><h3><br></h3><h3><br></h3><h3><strong style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Senior Contributing Authors</strong></h3><p><br></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Dr. Maria Gomez Albrecht University of Texas at Dallas</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Dr. Mark Green Simpson College</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Linda Hoffman Ivy Tech Community College</span></p><p><br></p><p><br></p><p><br></p><h3><strong style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Contributing Authors</strong></h3><p><br></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Jacqueline Babb Northwestern University</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Lauren M. Donovan Delaware County Community College</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Debra Ellerbrook Concordia University Wisconsin</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Lisa S. Goolsby Southern New Hampshire University</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Jaciel Keltgen Minnesota State University</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Sarah M. Shepler Ivy Tech Community College</span></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(66 66 66 1)>Deborah Toomey Northwest Missouri State University</span></p><p><br></p>