Results: 3 Open Textbooks
  • eMarketing: The Essential Guide to Online Marketing

    Author(s): Rob Stokes, Saylor Academy

    Updated: Jun 12, 2019

    Description: eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimisation,...[more]

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  • Principles of Marketing

    Author(s): Jeff Tanner, Baylor University, Mary Raymond, Clemson University

    Updated: Jun 12, 2019

    Description: Principles of Marketing teaches the experience and process of actually doing marketing—not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics. NOTE: This book was updated on January 20, 2017. Any reviews posted before this date are based on the older edition of this textbook.

    Faculty reviewed Adopted

  • Introducing Marketing

    Author(s): John Burnett

    Updated: Jun 12, 2019

    Description: Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

    Faculty reviewed Adopted