Principles of Marketing
Maria Gomez Albrecht, Dallas, Texas
Mark Green, Indianola, Iowa
Linda Hoffman, Indianapolis, Indiana
Copyright Year: 2022
ISBN 13: 9781711471525
Conditions of Use
As someone who has been teaching this course for ten years, I can say that I find this textbook to be highly comprehensive. I think the authors have done a very good job bringing together the topics that students need to learn in this important... read more
As someone who has been teaching this course for ten years, I can say that I find this textbook to be highly comprehensive. I think the authors have done a very good job bringing together the topics that students need to learn in this important course. The indexing is also appropriate and easy-to-follow, which supports the comprehensiveness of the textbook.
Examples are not just relevant but also I think they are accurate. I also found a variety of examples in the book, which I think is a plus. From what I understand, the information provided is unbiased, accurate, and error-free.
I found the content of the book to be up-to-date. While I can see the authors have done a nice job keeping their material "independent from time", Marketing is one of the fastest changing areas in business. Therefore, some material could naturally become obsolete after some time. I think this issue can be easily addressed by issuing a revision and/or a new edition of the book every few years.
I found the text to be well-written, very easy-to-read, and easy-to-follow. I think the authors maintained a nice balance between using and introducing terms specific to the field, yet not overwhelming the reader. I think this is a fine line and generally not east to do. I congratulate the authors for achieving this goal successfully.
I think the authors have done a very good job maintaining internally consistency. They use the terms specific to the Marketing field at the right place and coherently throughout the text.
I think the text is well-structured. It is easy to identify smaller reading sections in the text. I think this helps students with reading the text "in blocks" and it also helps them better learn and retain information.
I think the text is very well-organized. It presents the material in a clear style. I think this is an important factor for students when they read a textbook and impacts how they "like" reading it.
I found the distribution of pictures and charts to be well-done. From my past experience, I think the way the textbook interface is presented is helping students learn without making them get distracted by offering too many pictures and/or putting pictures at locations that may not be helping student learning process.
I did not find any grammatical issues in the text. From my understating, the text has been proof-read.
I think it is always a good idea to seek opinion from an individual who is an expert in the DEI domain about this question.
Please see my comments above.
Table of Contents
- Unit 1. Setting the Stage
- Chapter 1. Marketing and Customer Value
- Chapter 2. Strattegic 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
About the Book
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.
Print copies of this book will be available for the fall 2023 semester. You can sign up to be notified when print copies are available.
About the Contributors
Dr. Maria Gomez Albrecht, University of Texas at Dallas
Dr. Mark Green, Simpson College
Linda Hoffman, Ivy Tech Community College