LibGuides: Adopting Open Textbooks: Open Educational Resources: Marketing

Introductory Textbooks (open)

Principles of Marketing, Lumen Learning
This is a Lumen Learning course which includes reading, charts, video discussion questions. Assignments, assessments, are only accessible through the "Course Hero" site and require a log in.
Introducing Marketing (Libretexts)
By John Burnett.
Principles of Marketing, University of Minnesota Libraries
2015, Author name withheld at request of original publisher.
Teaches 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.
Introducing Marketing
2011, by John Burnett
Introduces students to the marketing strategies and tools that practitioners use to market their products.

Other Open Textbooks

	Legal Aspects of Marketing and Sales Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style. After introductory chapters covering the legal environment of business, Legal Aspects of Marketing and Sales provides students with context and essential legal concepts relating to contracts, sales, intellectual property, antitrust law and unfair trade practices. The text provides the vocabulary and legal savvy they will need to talk in an educated way to customers, suppliers, shareholders, government regulators and other stakeholders — and to their own lawyers. Authors: Don Mayer, University of Denver, Daniel Warner, Western Washington University, George Siedel, University of Michigan, Jethro Lieberman, New York Law School Available Versions: Online, PDF Legal Aspects of Marketing and Sales by Don Mayer, University of Denver, Daniel Warner, Western Washington University, George Siedel, University of Michigan, Jethro Lieberman, New York Law School is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
	eMarketing: The Essential Guide to Online Marketing eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimisation, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimisation, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index. Author: Rob Stokes, Quirk eMarketing Available Versions: Online, PDF eMarketing: The Essential Guide to Online Marketing by Rob Stokes, Quirk eMarketing is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
	Fundamentals of Global Strategy The globalization of the competitive landscape has forced companies to fundamentally rethink their strategies. Whereas once only a few industries such as oil could be labeled truly global, today many—from pharmaceuticals to aircraft to computers—have become global in scale and scope. As a consequence, creating a global competitive advantage has become a key strategic issue for many companies, and students need to possess an understanding of the impact of global strategies on a business. Crafting a global strategy requires making decisions about which strategy elements can and should be globalized and to what extent, and de Kluyver's Fundamentals of Global Strategy can help you illuminate these facts to your students. Author: Cornelis de Kluyver, University of Oregon Available Versions: Online, PDF Fundamental of Global Strategies by Cornelius de Kluyver, University of Oregon is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike except where otherwise noted.
	Developing New Products and Services A central theme of Developing New Products and Services is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Students will come away with this notion and how to manifest it as a contributing employee at any company. Author: G. Lawrence Sanders, State University of New York at Buffalo Available Versions: Online, PDF Fundamental of Global Strategies by G. Lawrence Sanders, State University of New York at Buffalo is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike except where otherwise noted.