51 Marketing
eMarketing: The Essential Guide to Marketing in a Digital World
Already in its 6th edition, this textbook is written by Rob Stokes, a specialist and lecturer on the subject.
Includes: case studies, questions, further reading.
May suit: MARK 452.
Introducing Marketing
Author: John Burnett
Description: 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.
Legal Aspects of Marketing and Sales
Authors: Don Mayer, Daniel Warner, George J. Siedel, Jethro K. Lieberman,
Description: 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.
The Power of Selling
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.
Includes: questions, role play, videos.
May suit: MARK 454.
Principles of Marketing
The textbook covers 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.
Includes: discussion questions and activities.
May suit: MARK 302, MARK 305.