This appears to be a later, and perhaps more concise of an earlier work that I’ve listed on The Free Textbook List. Core Concepts of Marketing was published 9 years before Introducting Marketing. Both marketing textbooks contain an almost identical preface and introductory explanation. The publishers are different and the table of contents reads a little differently but all in all it looks pretty much like the same material. They both even begin with Elvis and how his life and music are still being successfully marketed and earning over $250 million annually on Elvis-related trinkets at his estate and museum.
The author, Dr. John Burnett, had a long career in academia before retiring and becoming a marketing consultant and expert witness in the areas of unfair competition/trademark infringement.
Both marketing textbooks are designed to offer students a concise introduction to marketing and the various techniques deployed in the global marketplace created by modern technology. Examples and case studies follow international companies from small, privately held firms to Fortune 500 companies.
I’ll leave it to you to decide which version would best suit your needs. They are both available for free online in a variety of formats. If, however, you wish to purchase a paperback version, the older edition is significantly cheaper (think $30 or less). You might also be able to score a used copy of this version on Amazon too.
Table of Contents Introducing Marketing
- About the author
- Preface
- 1. Introducing Marketing
- Elvis— alive and well
- Marketing: definition and justification
- Keys to marketing success
- 2. Understanding and approaching the market
- Defining the market
- Types of markets
- Approaching the market
- 3. Marketing research: an aid to decision making
- The nature and importance of marketing research
- What needs researching in marketing?
- Procedures and techniques in marketing research
- Conducting the research
- Processing the data
- The value of marketing research
- 4. Understanding buyer behavior
- Till death do us part
- Buyer behavior and exchange
- Buyer behavior as problem solvingOrganizational buyer behavior
- 5. External considerations in marketing
- External factors that affect planning
- 6. Marketing in global markets
- Defining international marketing
- Standardization and customization
- Reasons for entering international markets
- Reasons to avoid international markets
- The stages of going international
- The international marketing plan
- The international marketing environment
- 7. Introducing and managing the product
- Defining the product
- Classification of products
- Product planning and strategy formulation
- 8. Communicating to mass markets
- The role of IMC
- The objectives of marketing communication
- How we communicate
- Designing an IMC strategy
- Understanding advertising
- Sales promotion and public relations
- 9. Pricing the product
- Price defined: three different perspectives
- Pricing objectives
- Developing a pricing strategy
- New product pricing
- Price lines
- Price flexibility
- Price bundling
- Psychological aspects of pricing
- Alternative approaches to determining price
- The future of pricing
- 10. Channel concepts: distributing the product
- The dual functions of channels
- The evolution of the marketing channel
- Flows in marketing channels
- Functions of the channel
- Channel institutions: capabilities and limitations
- Organizing the channel
- The channel management process
- The human aspect of distribution
View this Free Online Material at the source:
Introducing Marketing
