Marketing

   Open Textbooks and Concordia Courses

   Description and Access

Principles of Marketing

The textbook covers the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Includes: discussion questions and activities

May suit: MARK 302 Marketing Research, MARK 305 Consumer Behaviour

Introduction to Consumer Behaviour 

This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision-making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centers on the lived experiences of today’s consumers, specifically, undergraduate students.

Includes: End-of-chapter exercises and glossary of terms

May suit: MARK 305 Consumer Behaviour 

Customer Centric Strategy

This textbook is intended for undergrad students studying in the area of marketing. Customer centricity which is covered in this textbook is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer-centric but they fall short in connecting this concept throughout all functional areas of the business.

Includes: Glossary of terms, videos, end-of-chapter exercises, self-check quizzes, PowerPoint slides

May suit: MARK 305 Consumer Behaviour, MARK 454 Personal Selling, MARK 463 Retailing

Digital Marketing Strategy 

The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook’s objective is to provide a way to conceptualize marketing online and a strategic framework to do so. Throughout, real-life examples, learning exercises, videos, and additional resources are offered to cement and expand your learning experience. 

Includes: Learning exercises, and videos

Suit: Has been integrated in MARK 452 e-Marketing 

eMarketing: The Essential Guide to Marketing in a Digital World

Already in its 6th edition, this textbook is written by Rob Stokes, a specialist, and lecturer on the subject.

Includes: case studies, questions, further reading

May suit: MARK 452 e-Marketing

Internet Marketing: A highly Practical Guide to Every Aspect of Internet Marketing

This textbook focuses on a specific internet marketing tools, including the basics of internet marketing, websites as effective foundations for holistic marketing, writing effective online copy, successful email marketing campaigns, online advertising, search engine optimization, social media, measurability, and performance indicators, mobile marketing, and developing a holistic plan for success.

Includes: Student Resources

May suit: MARK 452 e-Marketing 

The Power of Selling

The textbook is written by Kimberly K. Richmond, an executive, author, speaker, and professor in the sales and marketing arena. It teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional salespeople learn (or brush up) on their own selling skills.

Includes: questions, role play, videos

May suit: MARK 454 Personal Selling