Book Title: Fundamentals of Successful Marketing
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Book Description: This is an open source textbook made available to students studying Marketing 101. It is a version of a commonly used, open-source marketing textbook used in many universities around the world. Designed to teach students the fundamental principles of marketing in the digital age, this open textbook uses case studies and engaging, real-world scenarios to help students recognise and analyse marketing in business as well as in everyday life. Curated readings, videos, simulations and other learning activities introduce students to the principles of marketing.
Contents
Book Information
Book Description
This is an open-source textbook made available to students studying Marketing 101. It is a version of a commonly used marketing 101 textbook that has been adapted for use at Waikato Management School in New Zealand. Designed to teach students the fundamental principles of marketing in the digital age, this open textbook uses case studies and engaging, real-world scenarios to help students recognise and analyse marketing in business as well as in everyday life. Curated readings, videos, simulations and other learning activities introduce students to the principles of marketing.
Licence
Fundamentals of Successful Marketing Copyright © 2024 by Your university (or the author/s) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.
Subject
Sales and marketing
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Fundamentals of Successful Marketing Copyright © 2024 by Your university (or the author/s) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.
This book was published by the University of Waikato via the Council of Australian University Librarians Open Educational Resources Collective. The online version is available at https://oercollective.caul.edu.au/fundamentals-successful-marketing.
Note that corporate logos and branding are specifically excluded from the Creative Commons Attribution Noncommercial Licence of this work, and may not be reproduced under any circumstances without the express written permission of the copyright holders.
Copyright
Fundamentals of Successful Marketing by Roy Larke & Huw O’Connor is licensed under a Creative Commons Attribution Noncommercial 4.0 Licence by the University of Waikato.
Recommended citation: Larke, R. & O’Connor, H. (2023). Fundamentals of Successful Marketing. University of Waikato. https://oercollective.caul.edu.au/fundamentals-successful-marketing.
Recommended attribution: Fundamentals of Successful Marketing by Roy Larke & Huw O’Connor is licensed under a Creative Commons Attribution Noncommercial 4.0 Licence by University of Waikato.
Cover (illustration) by *Copyright Owner* is licensed under a Creative Commons Attribution 4.0 International Licence.