Results: 178 Open Textbooks
  • 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.

    Reviewed Adopted

  • Principles of Marketing

    Author(s): University of Minnesota Libraries Publishing

    Updated: Oct 6, 2021

    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. This book includes a test bank created by Michael Orwick. NOTE: This book was updated on January 20, 2017. Any reviews posted before this date are based on the older edition o...[more]

    Reviewed Adopted Supplementary materials

  • 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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  • Microeconomics: Markets, Methods, and Models (Lyryx)

    Author(s): Douglas Curtis, Ian Irvine, Lyryx Learning Team

    Updated: May 9, 2019

    Description: Microeconomics: Markets, Methods, and Models by D. Curtis and I. Irvine (edited by Lyryx Learning) provides concise yet complete coverage of introductory microeconomic theory, application and policy. The text begins with an explanation and development of the standard tools of analysis in the discipline and carries on to investigate the meaning of 'well-being' in the context of an efficient use of the economy's resources. An understanding of individual optimizing behaviour is developed, and this...[more]

    Reviewed Supplementary materials

  • Principles of Macroeconomics - 2021A (Lyryx)

    Author(s): Douglas Curtis, Ian Irvine, Lyryx Learning Team

    Updated: Jun 28, 2021

    Description: Principles of Macroeconomics is an adaptation of the textbook, Macroeconomics: Theory, Markets, and Policy by D. Curtis and I. Irvine, and presents a complete and concise examination of introductory macroeconomics theory and policy suitable for a first introductory course. Examples are domestic and international in their subject matter and are of the modern era — financial markets, monetary and fiscal policies aimed at inflation and debt control, globalization and the importance of trade flows...[more]

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  • Introduction to Consumer Behaviour

    Author(s): Andrea Niosi, Kwantlen Polytechnic University

    Updated: Oct 1, 2021

    Description: This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centres the li...[more]

    Accessible Supplementary materials

  • Fundamentals of Business - Canadian Edition

    Author(s): Business Faculty from Ontario Colleges and eCampusOntario Program Managers

    Updated: Oct 5, 2021

    Description: An introductory textbook in business that covers a variety of topics: The Foundations of Business, Economics and Business, Ethics and Social Responsibility, Business in a Global Environment, Forms of Business Ownership, Entrepreneurship: Starting a Business, Management and Leadership, Structuring Organizations, Operations Management, Motivating Employees, Managing Human Resources, Union/Management Issues, Marketing: Providing Value, Accounting and Financial Information, and Personal Finances.

    Reviewed Adopted Accessible

  • Media Innovation and Entrepreneurship

    Author(s): Michelle Ferrier, Elizabeth Mays

    Updated: Oct 1, 2021

    Description: This is a modular open textbook designed for entrepreneurial journalism, media innovation, and related courses. It covers the following topics: Developing the Entrepreneurial Mindset, Ideation, Customer Discovery, Business Models for Content & Technology Ventures, Nonprofit Model Development, Freelancing as Entrepreneurship and Consulting as Business Models, Startup Funding, Pitching Ideas, Marketing Your Venture to Audiences, and Entrepreneurship Abroad: Cultural and International Perspectives...[more]

    Adopted Supplementary materials

  • Principles of Macroeconomics (Lyryx)

    Author(s): Douglas Curtis, Ian Irvine, Lyryx Learning Team

    Updated: Apr 21, 2021

    Description: THIS BOOK WILL BE ARCHIVED ON OCTOBER 1, 2021 AS IT HAS BEEN REPLACED BY A NEW EDITION. Principles of Macroeconomics is an adaptation of the text, Macroeconomics: Theory, Markets, and Policy by D. Curtis and I. Irvine (and edited by Lyryx Learning), and presents a complete and concise examination of introductory macroeconomics theory and policy suitable for a first introductory course. Examples are domestic and international in their subject matter and are of the modern era -- financial markets...[more]

    Reviewed Adopted Supplementary materials

  • Introduction to Logic and Critical Thinking

    Author(s): Matthew J. Van Cleave, Lansing Community College

    Updated: May 9, 2019

    Description: This is an introductory textbook in logic and critical thinking. The goal of the textbook is to provide the reader with a set of tools and skills that will enable them to identify and evaluate arguments. The book is intended for an introductory course that covers both formal and informal logic. As such, it is not a formal logic textbook, but is closer to what one would find marketed as a “critical thinking textbook.”

    Adopted

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