The Principles of Marketing textbook is a comprehensive Open Educational Resource (OER) that covers all aspects of marketing. With a copyright year of 2022, this textbook is a recent addition to the Open Textbook Library. It is designed to provide students with a thorough understanding of marketing principles, concepts, and strategies.

The book covers a wide range of topics, including strategic planning in marketing, consumer and B2B decision making, segmentation-targeting-positioning (STP), market research, global marketing, and cultural issues, as well as digital marketing and social media. The textbook is well-structured, with each chapter containing learning objectives, knowledge checks, and links to external resources.

The textbook has received positive reviews from instructors, who have praised its comprehensiveness, accuracy, relevance, clarity, and consistency. It is available in PDF and online formats, and instructors can access additional resources, including instructor manuals, PowerPoint slides, and a test bank. Overall, this OER is an excellent resource for marketing students and instructors alike.

eBook License: CC BY 4.0

• Electronic books / Courses and tutorials
• Electronic books / Economics and Business
• Electronic books / Economics and Business / Marketing