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. This adaptation was supported by the Open Educational Resources group. 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.
The book has been adapted to suit MRKTG101 Fundamentals of Successful Marketing at Waikato Management School, University of Waikato, New Zealand.
Lumen Learning’s mission is to make great learning opportunities available to all students, regardless of socioeconomic background.
The Lumen online course Principles of Marketing was developed by Lumen Learning. Primary sources for the course include Introducing Marketing by John Burnett, Boundless Marketing, and videos provided by the BBC.
Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.
Sales and marketing management
License
Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.
The open textbook NSCC Introduction to Marketing II (MKTG 2005) is an open textbook adapted from Lumen Learning’s openly licenced online course Principles of Marketing.
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.
