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MARIA GOMEZ ALBRECHT, UNIVERSITY OF TEXAS AT DALLAS DR. MARK GREEN, SIMPSON COLLEGE  \nLINDA HOFFMAN, IVY TECH COMMUNITY COLLEGE  \nOpenStax  \nRice University  \n6100 Main Street MS-375 Houston, Texas 77005  \nTo learn more about OpenStax, visit [https://openstax.org](https://openstax.org).  \nIndividual print copies and bulk orders can be purchased through our website.  \n©2023 Rice University. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0) . Under this license, any user of this textbook or the textbook contents herein must provide proper attribution as follows:  \n- If you redistribute this textbook in a digital format (including but not limited to PDF and HTML), then you must retain on every page the following attribution:  \n“Access for free [at openstax.org](at openstax.org).”  \n- If you redistribute this textbook in a print format, then you must include on every physical page the following attribution:  \n“Access for free [at openstax.org](at openstax.org).”  \n- If you redistribute part of this textbook, then you must retain in every digital format page view (including but not limited to PDF and HTML) and on every physical printed page the following attribution:“Access for free [at openstax.org](at openstax.org).”  \n- If you use this textbook as a bibliographic reference, please include [https://openstax.org/details/books/principles-marketing](https://openstax.org/details/books/principles-marketing) in your citation.  \nFor questions regarding this licensing, please contact [support@openstax.org](support@openstax.org).  \nTrademarks  \nThe OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, OpenStax CNX logo, OpenStax Tutor name, Openstax Tutor logo, Connexions name, Connexions logo, Rice University name, and Rice University logo are not subject to the license and may not be reproduced without the prior and express written consent of Rice University.  \nHARDCOVER BOOK ISBN-13 PAPERBACK BOOK ISBN-13 DIGITAL VERSION ISBN-13 ORIGINAL PUBLICATION YEAR  \n1 2 3 4 5 6 7 8 9 10 JAY 23  \n978-1-711471-51-8  \n978-1-711471-52-5 978-1-951693-88-6 2023  \nOPENSTAX  \nOpenStax provides free, peer-reviewed, openly licensed textbooks for introductory college and Advanced Placement® courses and low-cost, personalized courseware that helps students learn. A nonprofit ed tech initiative based at Rice University, we’re committed to helping students access the tools they need to complete their courses and meet their educational goals.  \nRICE UNIVERSITY  \nOpenStax, OpenStax CNX, and OpenStax Tutor are initiatives of Rice University. As a leading research university with a distinctive commitment to undergraduate education, Rice University aspires to path-breaking research, unsurpassed teaching, and contributions to the betterment of our world. It seeks to fulfill this mission by cultivating a diverse community of learning and discovery that produces leaders across the spectrum of human endeavor.  \nPHILANTHROPIC SUPPORT  \nOpenStax is grateful for the generous philanthropic partners who advance our mission to improve educational access and learning for everyone. To see the impact of our supporter community and our most updated list of partners, [please visit](please visit openstax.org/impact)[ ](please visit openstax.org/impact)[openstax.org/impact](please visit openstax.org/impact).  \nArnold Ventures  \nChan Zuckerberg Initiative  \nChegg, Inc.  \nArthur and Carlyse Ciocca Charitable Foundation Digital Promise  \nAnn and John Doerr  \nBill & Melinda Gates Foundation  \nGirard Foundation  \nGoogle Inc.  \nThe William and Flora Hewlett Foundation The Hewlett-Packard Company  \nIntel Inc.  \nRusty and John Jaggers  \nThe Calvin K. Kazanjian Economics Foundation Charles Koch Foundation  \nLeon Lowenstein Foundation, Inc.  \nThe Maxfield Foundation  \nBurt and Deedee McMurtry Michelson 20MM Foundation National Science Founda","cbCaiaEUercDNudn","https://ap.wps.com/l/cbCaiaEUercDNudn","pdf",59748888,713,"English","# Contents\n## Preface\n## Unit 1: Setting the Stage\n### Unit Introduction\n### Marketing and Customer Value\n### Strategic Planning in Marketing","[{\"question\":\"What are the main topics covered in Unit 1?\",\"answer\":\"Unit 1 focuses on setting the stage with marketing fundamentals, including marketing and customer value, the marketing process, the 4Ps, and factors shaping the marketing environment, along with ethical marketing and CRM.\"},{\"question\":\"How does the book approach strategic planning in marketing?\",\"answer\":\"It covers developing a strategic plan, the role of marketing in strategic planning, the purpose and structure of the marketing plan, and measuring progress using metrics.\"},{\"question\":\"What kind of learning activities are included in the early units?\",\"answer\":\"The contents list includes discussion questions, critical thinking exercises, applied marketing knowledge, personal brand building prompts, a marketing plan exercise, and references.\"}]","Principles of Marketing - read online free | PDF",1790415044,1797]