Marketing Fundamentals
Marketing
ISBN #978-0-9990729-4-3
Marketing Fundamentals
Michael Swenson, PhD
David Whitlark, PhD
Gary Rhoads, PhD
Marketing plays a critical role in a firm’s survival and growth by enabling the firm to create and deliver value to its customers. In this resource, students will learn the fundamentals of marketing strategy, marketing research and analytics, and product and brand management in the context of traditional marketing as well as social media marketing and marketing for start-up companies.
Course Objective
This resource teaches students the fundamentals of marketing strategy, research, analytics, and brand management essential for a firm's survival and growth in both traditional and social media contexts, including marketing for start-up companies.
Table of Contents
View a sample video!
Meet the Author!
REQUEST FOR ACCESS
Request free instructor access to any resource. Simply let us know who you are, what school you teach at, which resources you would like access to, and we’ll do the rest!
Not sure which resource fits best for you?
Made by professors, for professors
Auto-Graded Assessments
Customize assessments or create new ones. Assessments are completed online within the text and instantly graded with detailed feedback.
LMS Integration
Access courseware with single sign-on convenience using our LMS integration tools. Assignments, exams, and grades are automatically synced.
Instructor Materials
Take advantage of study plans, PowerPoint presentations, and test banks so that courses require minimal start-up time.
Micro-Credentials & Certificates
Allow your students to earn achievements in the classroom. Keep them engaged using ready-made badges and certificates, or create your own.
AI Virtual Assistant
Our AI Virtual Assistant transforms how students engage with content, offering features like multilingual translation, question answering, progress assessment, and much more.
