Abstrak
Marketing Principles From the River City provides a contemporary exploration into the rudimentary concepts of marketing intended to be a free and open-access handbook for undergraduate introduction to marketing course students, a refresher resource for marketing majors entering upper level marketing courses, and a reference for marketing practitioners. Throughout the book, the reader will notice references to the hometown of Virginia Commonwealth University, Richmond, Virginia, also known as the “River City.” The book is divided into three overarching topic areas: Marketing and Markets, the Marketing Toolkit, and the Marketing Mix. Topics covered in the handbook include consumer and business-to-business behaviors, international marketing, strategic planning, marketing research, segmentation, targeting and positioning, product concepts, distribution, pricing, and promotion concepts.