Contents

  1. Acknowledgements

  2. Accessibility

  3. OER Adoption Form

  4. I. Introduction

    1. About This Book

  5. II. Book Chapters

    1. Chapter 1 – Basics of Marketing

    2. Chapter 2 – Evaluating the Internal and External Environments

    3. Chapter 3 – Consumer Purchase Decisions

    4. Chapter 4 – B2B Markets

    5. Chapter 5 – Segmentation, Targeting, and Positioning

    6. Chapter 6 – Branding and Packaging

    7. Chapter 7 – The Product Life Cycle

    8. Chapter 8 – Distribution Channels

    9. Chapter 9 – Data Gathering

    10. Chapter 10 – PR, Advertising and Personal Selling

    11. Chapter 11 – Integrated Marketing Communications

    12. Chapter 12 – The Marketing Plan

  6. Version History

  7. TRU Open Education Resource Error Form