Marketing Fundamentals

Marketing

ISBN:

978-0-9990729-4-3

Marketing Fundamentals

Michael Swenson, PhD David Whitlark, PhD Gary Rhoads, PhD

Marketing plays a critical role in a firm’s survival and growth by enabling the firm to create and deliver value to its customers. In this resource, students will learn the fundamentals of marketing strategy, marketing research and analytics, and product and brand management in the context of traditional marketing as well as social media marketing and marketing for start-up companies.

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Course Contributors Topic 1: Marketing Strategy Topic 2: The Marketing Environment Topic 3: Global Marketing Topic 4: Ethics and Social Responsibility Topic 5: Marketing Research Topic 6: Marketing Analytics Topic 7: Marketing with AI Topic 8: Consumer Behavior Topic 9: Market Segmentation, Targeting, and Positioning Topic 10: Product Strategy and Branding Topic 11: Services Marketing Topic 12: Pricing Strategy Topic 13: Promotion Strategy Topic 14: Social Media Marketing Topic 15: Personal Selling and Sales Management Topic 16: Distribution Strategy Topic 17: Startup Marketing: Finding and Testing New Business Ideas Topic 18: Startup Marketing: Launching the New Business

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