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Marketing

• Pressbooks - KPU - Introduction to Marketing  - Introduction to 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.

• BCcampus - 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.

• Forbes - How Uber, Airbnb and Etsy Turned 1,000 Customers Into 1 Million – An Article on how these small businesses marketed their way to a million customers. 

• Open Textbooks for Hong Kong - Core Concepts of Marketing - This text introduces students to the marketing strategies and tools that practitioners use to market their products.

• Open Textbook Library - Launch! Advertising and Promotion in Real Time - This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end.

• eMarketing: The essential guide to marketing in a digital world - The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

• ProQuest - Marketing Research That Won't Break the Bank - In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.

• ProQuest - Effective Use of Market Research - The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.

• Lumen Learning - Marketing Research and Consumer-Created Content – An online text talking specifically about researching using digital media

• BCcampus - eMarketing - 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, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimisation, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management.

• OER Commons - eMarketing – The essential guide to marketing in the digital world

• Dr Stephen Fanning - The Marketing Concept - The marketing concept textbook recognises the contribution of academic specialisation through the classification of discernible marketing genres and whilst each genre has a uniqueness there are many common characteristics, revealing the importance of identifying and managing exceptions. The marketing concept textbook is grouped into three sections philosophy, theory, and application.

• Stephen Fanning - The Marketing Concept: Philosophy, Theory & Application - These modules complement The Marketing Concept textbook above.

• BCcampus - Introduction to Consumer Behaviour - 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.

• Oregon State University - Strategic Marketing in the Global Forest Industries - 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.

• Saylor Academy - eMarketing: The Essential guide to Online Marketing - 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.

• Pressbooks - An Open Guide to Integrated Marketing Communications (IMC) - The Open Guide to Integrated Marketing Communications is an OER that was written and edited by KPU students in 2020. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more.

• Pressbooks - Introduction to Marketing - Introduction to Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.