Principles of Marketing

by Brad Zima

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Designed to teach students the foundational principles of marketing in the digital age, this textbook explores the marketing environment, consumer and market segmentation, product management and innovation, pricing models and distribution logistics, integrated promotional strategy, and the post-launch performance. Students add to a Go-To-Market Playbook throughout the text to practice the concepts.

Description from LibreTexts.

Publisher
Northeast Wisconsin Technical College
Subjects
Business
Licence
CC BY 4.0, as LibreTexts states it
Who can read
Tweens profiles and older, judged from its title and subjects

Contents

LibreTexts writes equations in TeX, and here they show as TeX; the PDF has them typeset.

  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. Licensing
  6. 1: The Marketing Environment
  7. 1.1: Foundations of Value-Exchange and Marketing Mindsets
  8. 1.2: Business Intelligence - Navigating Primary and Secondary Data
  9. 1.3: Actionable SWOT Analysis vs. General Observations
  10. 1.4: Synthesizing Environmental Data into a Situation Analysis Report
  11. 2: Understanding the Consumer Buying Journey and Market Segmentation
  12. 2.1: The Consumer Buying Journey (High vs. Low Involvement)
  13. 2.2: Internal and External Influences on Consumer Choice
  14. 2.3: The Four Bases of Market Segmentation
  15. 2.4: Targeting and Developing Actionable Customer Personas
  16. 2.5: Strategic Differentiation- Perceptual Mapping and Positioning Statements
  17. 3: Product Strategy and the Total Offer
  18. 3.1: Addressing Market Needs via Feature-to-Benefit Translation
  19. 3.2: The Total Product Offer (Core, Actual, and Augmented Levels)
  20. 3.3: Strategic Adjustments across the Product Life Cycle (PLC)
  21. 3.4: Product Innovation and the Unique Value Proposition (UVP)
  22. 4: Pricing Models and Distribution (Place)
  23. 4.1: The Architecture of Price and Strategic Pricing Models
  24. 4.2: Market Math, Breaking Even, and Calculating Profit
  25. 4.3: Mapping the Distribution Path (Place)
  26. 4.4: Price and Place - Your Decision
  27. 5: Integrated Promotional Strategy
  28. 5.1: Modern Media Architecture- The PESO Model
  29. 5.2: Persuasive Messaging via the AIDA Framework
  30. 5.3: Budget Allocation and Promotional Tool Selection
  31. 5.4: Designing the Integrated Marketing Communications (IMC) Plan
  32. 6: Post-Launch Performance, and Finalizing your Go-To-Market Playbook
  33. 6.1: Marketing Analytics, Key Performance Indicators (KPIs) and Data Operations
  34. 6.2: Quantifying Success - Establishing SMART Marketing Objectives and KPI Mapping
  35. 6.3: Executive Delivery- Synthesizing Research for Stakeholders
  36. Back Matter
  37. Index
  38. Glossary
  39. Detailed Licensing
  40. Detailed Licensing