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Faculty Guide for OER

An easy-to-follow guide for open educational resources applying to each discipline.

Lumen Learning

Principles of Marketing

Open Textbook Library

Principles of Management
Principles of Management teaches management principles to tomorrow’s business leaders by weaving three threads through every chapter: strategy, entrepreneurship and active leadership.
Introducing Marketing
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.

Saylor

Principles of Marketing
In this course, you will learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. You will also learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. You will begin to ask, "Who is the consumer of goods and services?” What does the consumer need? What does the consumer want? Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities:
Creating products and services that serve consumers
Communicating a clear value proposition
Delivering products and services in a way that optimizes value
Exchanging, or trading, value for those offerings

Small Business Management Resources

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