Book Title: An Introduction to the Fundamentals of Successful Marketing

An Introduction to the Fundamentals of Successful Marketing Copyright © 2025 by Roy Larke is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

This text is an adapted remixed version of Lumen Learning’s Principles of Marketing. It was first adopted at Nova Scotia Community College (NSCC) in 2020 and subsequently enhanced and improved in 2021 with support from the NSCC School of Business and Creative Industries faculty. The edition adapted here was first developed by the Walton College of Business, University of Arkansas. We would like to acknowledge and thank all previous authors and contributors to this work.

This book was published by University of Waikato via the Council of Australasian University Librarians Open Educational Resources Collective. The online version is available at https://oercollective.caul.edu.au/fundamentals-successful-marketing/

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Note that corporate logos and branding are specifically excluded from the Creative Commons Attribution License of this work, and may not be reproduced under any circumstances without the express written permission of the copyright holders.

Copyright

Introduction to Fundamentals of Successful Marketing by Roy Larke is licensed under a Creative Commons Attribution 4.0 License by University of Waikato.

Recommended citation

Larke, R. (2025). Introduction to Fundamentals of Successful Marketing. University of Waikato. https://oercollective.caul.edu.au/fundamentals-successful-marketing/

Recommended attribution

Introduction to Fundamentals of Successful Marketing by Roy Larke is licensed under a Creative Commons Attribution 4.0 License by University of Waikato.

Book cover by Roy Larke is Creative Commons Attribution 4.0 International License.