Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors.

Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems.

Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.

Senior Contributing Authors

• Dr. Maria Gomez Albrecht, University of Texas at Dallas
• Dr. Mark Green, Simpson College
• Linda Hoffman, Ivy Tech Community College

Contributing Authors

• Jacqueline Babb, Northwestern University
• Lauren M. Donovan, Delaware County Community College
• Debra Ellerbrook, Concordia University Wisconsin
• Lisa S. Goolsby, Southern New Hampshire University
• Jaciel Keltgen, Minnesota State University
• Sarah M. Shepler, Ivy Tech Community College
• Deborah Toomey, Northwest Missouri State University

Errata

All OpenStax textbooks undergo a rigorous review process. However, like any professional-grade textbook, errors sometimes occur. The good part is, since our books are web-based, we can make updates periodically. If you have a correction to suggest, submit it here. We review your suggestion and make necessary changes.