11 Marketing
Customer Centric Strategy
Kerri Shields
2021
Licence: CC BY-NC-SA
Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It’s about mapping the customer journey to discover customer needs and wants, what’s working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.
Formats: Online, PDF, EPUB, and more.
Suggested for: MKTG 396
Digital Marketing Strategy
Pierre-Yann Dolbec (Concordia University)
2021
Licence: CC BY-NC-SA
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
Formats: Online, PDF, EPUB, and more.
Suggested for: MKTG 410
Electronic Commerce: The Strategic Perspective
Richard T. Watson (University of Georgia), Pierre Berthon (Bentley College), Leyland F. Pitt (Simon Fraser University), and George M. Zinkhan (University of Georgia)
2014
Licence: CC BY
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.
Formats: Online, PDF, eBook
Suggested for: BTMA 320, ECOM 410
eMarketing: The Essential Guide to Marketing in a Digital World – 7th Edition
Dionne Solomons, Tania Kliphuis, and Michelle Wadley
2022
Licence: CC BY-NC-SA
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.
Formats: PDF
Suggested for: MGTK 410
Foundations in Digital Marketing
Rochelle Grayson (Langara College)
2024
Licence: CC BY
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.
Formats: Online, PDF, eBook,
Suggested for: MKTG 396
Global Marketing in a Digital World
Lina Manuel (Fanshawe College)
2022
Licence: CC BY-NC-SA
Global Marketing in A Digital World offers students the principles and framework that firms use when selling their products and services around the world. In a technologically advanced world, digital marketing becomes a crucial part in the success of companies going global. Topics include an introduction to global marketing; the economic, political, social, and cultural environment; global market planning; competing in a global marketplace; global market entry modes; global products; global pricing; global distribution; global promotion; the global marketing plan; creating a global brand; introduction to e-commerce; and emerging technology. PowerPoint slides are available for each chapter in this book.
Formats: Online, PDF, EPUB
Suggested for: MGTK 414
Growth and Competitive Strategy in 3 Circles
Saylor Academy
2012
Licence: CC BY-NC-SA
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.
Formats: Online
Suggested for: MKTG 440
Indigenous Businesses in the BC Interior: Case Studies in Marketing
Dr. Biggi Weischedel (Thompson Rivers University)
Licence: CC BY-NC
This compilation of Indigenous Business Case Studies, focusing on the BC Interior, explores marketing challenges and approaches of a variety of indigenous-owned businesses. The authors had the opportunity to have conversations with the business owners and feel honoured to have been trusted with information and data to put this collection together. Within this collection, we present case studies that can be used in various marketing and management courses.
Formats: Online, PDF, EPUB, and more.
Suggested for: INBU 350
Introducing Marketing
John Burnett
2011
Licence: CC BY
This book demonstrates how companies use marketing. Specific examples appear not only in text discussions, but also in the chapter openers, the “Integrated Marketing” and “Newsline” boxes, and the end of chapter cases. Examples and stories bring theory to life, demonstrating the relevance of the reading. The example subjects are vivid, current, and varied. They range from Fortune 500 companies to smaller, privately held businesses. The text also focuses on international companies of all sizes.
Formats: PDF
Suggested for: MKTG 396
Introduction to Consumer Behaviour
Andrea Niosi
2021
Licence: CC BY-NC-SA
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 lived experiences of today’s consumers, specifically, undergraduate students. The author has also made efforts to decentre whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.
Formats: Online, PDF, EPUB, and more.
Suggested for: MKTG 406
Introduction to Marketing I – 2nd Edition and Introduction to Marketing II – 2nd Edition
Nova Scotia Community College Faculty and Lumen Learning
2022
Licence: CC BY
Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.
Formats: Online, EPUB, PDF, and more
Suggested for: MKTG 396
Introduction to Social Media
Cheryl Lawson, Oklahoma State University
2022
Licence: CC BY
This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field – baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.
Formats: Online, PDF, EPUB
Suggested for: MKTG 410
Launch! Advertising and Promotion in Real Time
Michael Solomon (St. Joseph’s University), Lisa Duke Cornell (University of Florida), and Amit Nizan (Advertising Age)
2009
Licence: CC BY-NC-SA
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & 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.
Formats: Online, PDF
Suggested for: MKTG 420
Legal Aspects of Marketing and Sales
Don Mayer (University of Denver), Daniel Warner (Western Washington University), George J. Siedel (University of Michigan), and Jethro K. Lieberman (New York Law School)
2012
Licence: CC BY-NC-SA
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.
Formats: Online, PDF
The Power of Selling
Kimberly K. Richmond (Saylor Academy)
2012
Licence: CC BY-NC-SA
The textbooks is written by Kimberly K. Richmond, an executive, author, speaker, and professor in the sales and marketing arena. 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.
Formats: Online
Suggested for: MKTG 440
Principles of Marketing
University of Minnesota Libraries
2013
Licence: CC BY-NC-SA
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.
Formats: Online, EPUB, PDF, MOBI, and more
Suggested for: MKTG 396
Principles of Marketing (OpenStax)
Maria Gomez Albrecht, Mark Green, and Linda Hoffman
2022
Licence: CC BY
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.
Formats: Online, PDF, and more.
Suggested for: MKTG 396
Strategic Marketing in the Global Forest Industries – Third Edition
Eric Hansen (Oregon State University), Heikki Juslin (University of Helsinki)
2018
Licence: CC BY-NC
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.
Formats: Online, PDF, eBook, and more.