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<?xml version="1.0" encoding="UTF-8"?> <feed xml:lang="en-US" xmlns="http://www.w3.org/2005/Atom"> <id>tag:open.umn.edu,2005:/opentextbooks/subjects/marketing</id> <link rel="alternate" type="text/html" href="https://open.umn.edu"/> <link rel="self" type="application/atom+xml" href="https://open.umn.edu/opentextbooks/textbooks"/> <title>Open Textbook Library - Marketing Textbooks</title> <updated>2018-09-07T17:21:38Z</updated> <icon>https://open.umn.edu/assets/common/favicon/favicon-6666d4af5ecb597851b1bd6b4af4d8472feee5ef149656c053063f5c427c993c.ico</icon> <logo>https://open.umn.edu/assets/library/otl_logo-23d864367b91dd38b6ef8eeec20ee0ae733b8f3685c53f178fd4ea06f6a95100.webp</logo> <entry> <id>14</id> <published>2018-09-07T17:21:38Z</published> <updated>2025-03-17T13:09:29Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/emarketing-the-essential-guide-to-marketing-in-a-digital-world"/> <title>eMarketing: The Essential Guide to Marketing in a Digital World - 7th Edition</title> <content type="html"><img alt="Read more about eMarketing: The Essential Guide to Marketing in a Digital World - 7th Edition" title="eMarketing: The Essential Guide to Marketing in a Digital World - 7th Edition cover image" class="cover " width="636" height="916" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTA2NzgsInB1ciI6ImJsb2JfaWQifX0=--0096dc40a3d721437d93a14e2440d4c67867c863/eMarketing.jpg" />Since our 10th Anniversary Edition of eMarketing: The Essential Guide to Marketing in a Digital World, we have witnessed a global wave of change that has had an undeniable impact on how we live, connect, and communicate worldwide. There is no doubt that the COVID-19 pandemic has, and will continue to have, a lasting effect on human reality. With this in mind, we are incredibly proud to present the 7th Edition of our textbook.</content> </entry> <entry> <id>23</id> <published>2018-09-07T17:21:39Z</published> <updated>2025-01-27T14:02:40Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/launch-advertising-and-promotion-in-real-time"/> <title>Launch! Advertising and Promotion in Real Time</title> <content type="html"><img alt="Read more about Launch! Advertising and Promotion in Real Time" title="Launch! Advertising and Promotion in Real Time cover image" class="cover " width="300" height="391" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTgsInB1ciI6ImJsb2JfaWQifX0=--af590901bd978407823790378d88a932e9549b6b/9780982043028.png" />Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism &amp; mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag &quot;A Fuller Spectrum of News.&quot; Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look ”behind the curtain“ — even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won&#39;t find this kind of insight in any other text on the market. We think you&#39;re going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.</content> </entry> <entry> <id>42</id> <published>2018-09-07T17:21:40Z</published> <updated>2024-01-22T18:49:58Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/the-power-of-selling"/> <title>The Power of Selling</title> <content type="html"><img alt="Read more about The Power of Selling" title="The Power of Selling cover image" class="cover " width="300" height="391" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzMsInB1ciI6ImJsb2JfaWQifX0=--e3d80cd80af2e9e62ba09693c2b0b875a041c7c8/9781936126002.png" />The Power of Selling is the perfect textbook to teach students about the proven process of selling. More important, it teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional sales people learn (or brush up) on their own selling skills. What makes someone successful in sales? Are great sales people born or made? Is there one magic selling process, or does the process change based on the business‚ or the customer? How can the selling process really come alive for students in the classroom? How do students learn how to sell for life, not just for a course? The Power of Selling by Kim Richmond answers these questions and makes the principles of selling come alive. Kim looks at the topic of selling through a different lens, and provides inspiration and ideas. The Power of Selling provides an exciting and interactive experience for both professors and students through the use of 4 unique elements: 1. Content The content is based on the core selling tenets so instructors will find the familiar principles of selling. In addition, the impact of Sales 2.0 is addressed at every stage including how to use interactive tools such as Twitter, LinkedIn, Facebook, blogs, and wikis effectively. 2. Selling U: The last section of each chapter is called Selling U. It applies the concepts covered in the chapter to a student&#39;s job search. Selling U topics include how to think about yourself as a brand, how to create a powerful cover letter and resume, how to create your personal elevator pitch, how to use networking and informational interviews to get the word out about your brand, how to prepare and dress for an interview, and how to negotiate and accept the right job offer. What makes The Power of Selling different is that Selling U is integrated into every chapter, which makes this text the ultimate guide to selling yourself. 3. Video Resources:Videos are used throughout the book. Additional videos that are not included in the text are available for instructor use. Here are videos that are available: … Video Ride-alongs — One of the best ways to learn about sales is by going on ride-alongs. So every chapter starts with an exclusive feature called a Video Ride-along. These short videos feature seven different sales professionals — one that starts each chapter. Each one talks about how he or she applies one of the key concepts covered in the chapter in their job. These videos are designed to be ”virtual ride-alongs“ so the students can actually feel as though they are getting insights first hand from selling professionals. … Over 50 videos are included featuring the sales professionals who are highlighted in the Video Ride-alongs. About half of the videos are used in the textbook. The balance are available for instructor use. Several are included in Video Learning Segments (see below). These videos are excellent resources for use in the classroom, exercises, and assignments. … Video Learning Segments In addition to the traditional supplements of Instructor Manual, PowerPoints, and Test Bank, there are also Video Learning Segments. These are PowerPoint slides embedded with videos designed to supplement the course PowerPoints and focus on one concept, like an ethical dilemma, pre-call preparation, or effective presentations, how to use email effectively. Each segment includes slides, videos, discussion questions, or exercises. 4. The Power of Selling LinkedIn Group. This group was created on LinkedIn.com expressly as a resource for the faculty and students who use this textbook. The group includes sales professionals from across the country and from different industries. This is a great tool for faculty and students alike to network, participate in discussions, ask questions, and connect with ”real world“ selling professionals. Kim Richmond&#39;s The Power of Selling is a fresh, interactive, and applied textbook intended for all introductory and sales, selling and salesmanship courses. If you&#39;re ready to prepare your ”students of selling“ for all that lies ahead in their professional career—you&#39;re ready for this book. Check it out.</content> </entry> <entry> <id>50</id> <published>2018-09-07T17:21:40Z</published> <updated>2024-10-21T13:29:13Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/principles-of-marketing"/> <title>Principles of Marketing</title> <content type="html"><img alt="Read more about Principles of Marketing" title="Principles of Marketing cover image" class="cover " width="683" height="1024" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MjAxMSwicHVyIjoiYmxvYl9pZCJ9fQ==--9f2d61b6355f48c59cef108817dcb72a4d036a37/Principles-of-Marketing-683x1024%20(1).jpg" />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&#39;s environment: Service dominant logic — This textbook employs the term &quot;offering&quot; instead of the more traditional First &quot;P&quot; — product. That is because consumers don&#39;t sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both. Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the &quot;triple bottom line&quot; of financial, social, and environment performance. Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations. Global coverage — the authors deliberately entitled Chapter 1 &quot;What is Marketing?&quot; Whether it is today&#39;s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today&#39;s marketing professionals must understand the world in which they and their companies operate. Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer &quot;well, what this marketing strategy really worth it?&quot; And &quot;what is the marketing ROI?&quot; And finally, &quot;what is this customer or set of customers worth to us over their lifetime?&quot;</content> </entry> <entry> <id>275</id> <published>2018-09-07T17:21:52Z</published> <updated>2024-01-22T18:50:04Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/growth-and-competitive-strategy-in-3-circles"/> <title>Growth and Competitive Strategy in 3 Circles</title> <content type="html"><img alt="Read more about Growth and Competitive Strategy in 3 Circles" title="textbook cover placeholder image" class="cover fallback " width="247" height="326" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" />The 3-Circle model was developed over the past several years, initially in strategic planning for a university graduate program and in an executive MBA course designed to integrate the concepts of marketing and competitive strategy. Over the course of time, the 3-Circle model has been successfully used by hundreds of organizations throughout the world in establishing and growing their market positions. Many of the case examples in this book demonstrating applications of the 3-Circle model applications are from executives who have attended executive education training at the University of Notre Dame. The development of competitive strategy is difficult because there are a lot of moving parts, as well as hundreds of frameworks, that might potentially guide the effort. Executives appreciate how the 3-Circle model simplifies the integration of customer, firm, and competitor analysis to generate growth strategies. It also provides a common language and process for understanding and explaining competitive advantage and for identifying profitable growth strategy.</content> </entry> <entry> <id>388</id> <published>2018-09-07T17:21:59Z</published> <updated>2025-01-13T14:05:34Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/introducing-marketing"/> <title>Introducing Marketing</title> <content type="html"><img alt="Read more about Introducing Marketing" title="Introducing Marketing cover image" class="cover " width="1275" height="1650" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzIyLCJwdXIiOiJibG9iX2lkIn19--b3a9f90fa7bb0b4ba96870f7122c4851587efd23/0000IntrMarke.png" />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.</content> </entry> <entry> <id>659</id> <published>2019-01-26T20:08:06Z</published> <updated>2025-01-13T14:22:38Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/emarketing-the-essential-guide-to-online-marketing"/> <title>eMarketing - The Essential Guide to Online Marketing</title> <content type="html"><img alt="Read more about eMarketing - The Essential Guide to Online Marketing" title="eMarketing - The Essential Guide to Online Marketing cover image" class="cover " width="151" height="196" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6NTk5LCJwdXIiOiJibG9iX2lkIn19--8449ff06b7f56529c40d519c2935d6efca2783d3/0000eMaEssMar.jpg" />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 optimization, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimization, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.</content> </entry> <entry> <id>885</id> <published>2020-07-16T16:32:14Z</published> <updated>2024-01-22T14:52:08Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/strategic-marketing-in-the-global-forest-industries-third-edition"/> <title>Strategic Marketing in the Global Forest Industries - Third Edition</title> <content type="html"><img alt="Read more about Strategic Marketing in the Global Forest Industries - Third Edition" title="Strategic Marketing in the Global Forest Industries - Third Edition cover image" class="cover " width="350" height="453" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTI3MSwicHVyIjoiYmxvYl9pZCJ9fQ==--c24a1205a917542fd1831e4f8d745e2fd5ccf438/statmarkglobfor.jpg" />The forest industry is increasingly global and every marketer of forest products should have a global perspective. As a natural resource-based industry, the forest industry has an especially high profile role in environmental protection and is increasingly involved in climate change mitigation and management. Global forests are not only important because they provide a source of industrial raw material, but also because of the various other human needs they satisfy. A forest products marketer should have a basic understanding of the role that global forests play in society. Major societal trends are impacting the external environment within which the forest industry operates. We provide an overview of global forests and a brief description of the markets for the main categories of the forest industry.</content> </entry> <entry> <id>123</id> <published>2018-09-07T17:21:45Z</published> <updated>2024-01-22T14:52:09Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/electronic-commerce-the-strategic-perspective"/> <title>Electronic Commerce: The Strategic Perspective</title> <content type="html"><img alt="Read more about Electronic Commerce: The Strategic Perspective" title="Electronic Commerce: The Strategic Perspective cover image" class="cover " width="868" height="1125" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MTA2LCJwdXIiOiJibG9iX2lkIn19--01180f080ca2aef8dc06e8bc50ae2004f0e60ae6/0000ElecComme.png" />This book is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning. The book&#39;s title reflects some key themes that we develop. First, we are primarily concerned with electronic commerce, which we define as using technology (e.g., the Internet) to communicate or transact with stakeholders (e.g., customers). Second, we discuss how organizations must change in order to take advantage of electronic commerce opportunities. In this sense, our book offers the strategic perspective (i.e., the best way to operate a successful business in the 21st century). Third, with the growing importance of the Internet and related technologies, organizations must take electronic commerce into account when they are creating strategic plans. Thus, electronic commerce is a strategic perspective that all firms must adopt, both in the present and in the future. In other words, an organization that does not explicitly consider electronic commerce as a strategic imperative is probably making a crucial error. Here, we focus primarily on the opportunities and tactics that can lead to success in the electronic marketplace.</content> </entry> <entry> <id>282</id> <published>2018-09-07T17:21:52Z</published> <updated>2024-01-22T18:50:06Z</updated> <link rel="alternate" type="text/html" href="https://open.umn.edu/opentextbooks/textbooks/legal-aspects-of-marketing-and-sales"/> <title>Legal Aspects of Marketing and Sales</title> <content type="html"><img alt="Read more about Legal Aspects of Marketing and Sales" title="textbook cover placeholder image" class="cover fallback " width="247" height="326" data-controller="common--cover" data-placeholder="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" src="/assets/common/placeholder-f8e123f91b7e13ad321132c609842fdd40121f691ee7db391b88763bc42be6a0.webp" />Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style. After introductory chapters covering the legal environment of business, Legal Aspects of Marketing and Sales provides students with context and essential legal concepts relating to contracts, sales, intellectual property, antitrust law and unfair trade practices. The text provides the vocabulary and legal savvy they will need to talk in an educated way to customers, suppliers, shareholders, government regulators and other stakeholders — and to their own lawyers.</content> </entry> <link rel="next">https://open.umn.edu/opentextbooks/subjects/marketing?page=2</link> </feed>