Originally published in 2008, this open source marketing textbook was written by John Burnett. Dr. Burnett began his teaching career at Madison College in 1968. He also was on the faculties of Texas Tech University, Texas A &M University and the University of Denver. He authored 20 textbooks during his illustrious career and now offers marketing and branding consultations and expert witness in the areas of unfair competition/trademark infringement.
Rather than create another huge volume on all things marketing, Burnett endeavored in this text to create a clear and concise course. Students learn how to “mix” the various marketing tools into a strategic, integrated plan. Burnett pays special attention to how modern technology has created a truly global marketplace. Examples in the body of the text, as well as end of chapter case studies, are pulled from Fortune 500 companies and smaller, privately held businesses; with a focus on international companies.
This textbook is available in a variety of forms for free on Archive.org.
It is also available in printed form on Amazon. The new paperback price is shown below. Used copies can be had for about half as much.
Table of Contents for Core Concepts of Marketing Texbook
CHAPTER ONE: INTRODUCING MARKETING 1
- Introduction
- Marketing: Definition and Justification
- Defining Marketing
- Justification for Study
- Characteristics of a Marketing Organization
- The Role of Marketing in the Firm: A Basis for Classification
- Strategic Components of Marketing
- Keys to Marketing Success
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: The Hog Is Alive and Well
- References
CHAPTER TWO: UNDERSTANDING AND APPROACHING THE MARKET
- Introduction
- Defining the Market
- The Market Is People
- The Market Is a Place
- The Market Is an Economic Entity
- Types of Markets
- Consumer Markets
- Industrial Markets
- Institutional Markets
- Reseller Markets
- Approaching the Market
- The Undifferentiated Market (Market Aggregation)
- Product Differentiation
- The Segmented Market
- The Strategy of Market Segmentation
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Rolling Rock Finds Its Niche
- References
CHAPTER THREE: MARKETING RESEARCH: AN AID TO DECISION MAKING
- Introduction
- The Nature and Importance of Marketing Research
- What Needs Researching in Marketing?
- Procedures and Techniques in Marketing Research
- Making a Preliminary Investigation
- Creating the Research Design
- Conducting the Research
- Processing the Data
- The Value of Marketing Research
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Research Saves the Day at Case
- References
CHAPTER FOUR: UNDERSTANDING BUYER BEHAVIOR
- Introduction
- Buyer Behavior and Exchange
- Buyer Behavior as Problem Solving
- The Decision Process
- Influencing Factors of Consumer Behavior
- Organizational Buyer Behavior
- Characteristics of Organizational Buying
- Stages in Organizational Buying
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Customer Satisfaction Still Matters
- References
CHAPTER FIVE: EXTERNAL CONSIDERATIONS IN MARKETING
- Introduction
- External Factors that Affect Planning
- External Surprises
- Competitors
- Legal/Ethical Factors
- Economic/Political Issues
- Technology
- Social Trends
- Forecasts of the Future
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application
- References
CHAPTER SIX: MARKETING IN GLOBAL MARKETS
- Introduction
- Defining International Marketing
- Standardization and Customization
- Reasons for Entering International Markets
- Reasons to Avoid International Markets
- The Stages of Going International
- Exporting
- Licensing
- Joint Ventures
- Direct Investment
- U.S. Commercial Centers
- Trade Intermediaries
- Alliances
- The International Marketing Plan
- The Corporate Level
- The Business Level
- The Functional Level
- The International Marketing Environment
- The Social/Cultural Environment
- The Political/Legal Environment
- The Technological Environment
- The Economic Environment
- The Competitive Environment
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Unilever’s Global Brand
- References
CHAPTER SEVEN: INTRODUCING AND MANAGING THE PRODUCT
- Introduction
- Defining the Product
- Classification of Products
- Consumer Goods and Industrial Goods
- Goods Versus Services
- Product Planning and Strategy Formulation
- The Determination of Product Objectives
- The Product Plan
- Product Strategies
- Strategies for Developing New Products
- Step I: Generating New Product Ideas</dd?
- Step 2: Screening Product Development Ideas
- Step 3: Business Analysis
- Step 4: Technical and Marketing Development
- Step 5: Manufacturing Planning
- Step 6: Marketing Planning
- Step 7: Test Marketing
- Step 8: Commercialization
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Hershey Chocolate Milk
- References
CHAPTER EIGHT: COMMUNICATING TO MASS MARKETS
- Introduction
- The Role of IMC
- Primary Tasks
- Integrated Marketing Communication
- The Meaning of Marketing Communication
- The Objectives of Marketing Communication
- How We Communicate
- Basic Elements of Communication
- Types of Communication Systems
- Marketing Communications
- Designing an IMC Strategy
- The Promotion Mix
- The Campaign
- Understanding Advertising
- The Organization of Advertising
- The Advertising Agency
- Developing the Creative Strategy
- Developing the Media Plan
- Banner Advertisements
- Sales Promotion and Public Relations
- Sales Promotion: A Little Bit of Everything
- Public Relations: The Art of Maintaining Goodwill
- Personal Selling and the Marketing Communication Mix/dd>
- Strengths and Weaknesses of Personal Selling
- The Sales Force of the Future
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: The Microrecorder
- References
CHAPTER NINE: PRICING THE PRODUCT
- Introduction
- Price Defined: Three Different Perspectives
- The Customer’s View of Price
- Price from a Societal Perspective
- Rational Man Pricing: An Economic Perspective
- Irrational Man Pricing: Freedom Rules
- The Marketer’s View of Price
- Pricing Objectives
- Developing a Pricing Strategy
- Nonprice Competition
- Competitive Pricing
- New Product Pricing
- Price Lines
- Price Flexibility
- Discounts and Allowances
- Price Bundling
- Psychological Aspects of Pricing
- Alternative Approaches to Determining Price
- Cost-Oriented Pricing: Cost-Pius and Mark-Ups
- Break-Even Analysis
- Target Rates of Return
- Demand-Oriented Pricing
- Value-Based Pricing
- The Future of Pricing
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: United Techtronics
- References
CHAPTER TEN: CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT
- Introduction
- The Dual Functions of Channels
- The Evolution of the Marketing Channel
- Flows in Marketing Channels
- Functions of the Channel
- Channel Institutions: Capabilities and Limitations
- Producer and Manufacturer
- Retailing
- Wholesaling
- Physical Distribution
- Organizing the Channel
- Conventional Channels
- Vertical Marketing Systems
- Horizontal Channel Systems
- The Channel Management Process
- Analyze the Consumer
- Establish the Channel Objectives
- Specify Distribution Tasks
- Evaluate and Select from Channel Alternatives
- Evaluating Channel Member Performance
- The Human Aspect of Distribution
- Role
- Communication
- Conflict
- Power
- Summary
- Marketer’s Vocabulary
- Discussion Questions
- Project
- Case Application: Connecting Channel Members
- References
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Core Concepts of Marketing
