It has 23 chapters, and 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.
Author: Selena Silva-Ortega
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the …
Introducing Marketing (Burnett, 2019) – BCcampus (CC-BY)Read More »
Note: The version by the University of Minnesota Libraries Publishing Services is unpublished as of 12/31/24.Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It has 16 chapters, and carries five dominant themes throughout in order to expose students to marketing in today’s environment: Service dominant logic, …
Principles of Marketing (Saylor Academy, 2012) (CC BY-NC-SA)Read More »
Customer centricity is about organizational transformation making the customer the focus of business decisions, processes, product development, services, and procedures. It has eight chapters and covers topics: customer centricity, being a customer service representative, managing a customer service team, and using a contact center.
Entrepreneurship and Innovation Toolkit (Swanson, 2020) – LibreTexts (CC BY-SA) This textbook is designed for upper-year undergraduate students and graduate students studying fundamental entrepreneurship concepts. It has ten chapters covering key topics of entrepreneurship such as opportunity recognition, business model, financing, and innovation. Available in pdf, online, eReader, and common cartridge
This textbook and its accompanying spreadsheet templates were designed with and for students wanting a practical and easy-to-follow guide for developing a business plan. It has eight chapters walking through the steps to develop the plan.
This textbook is intended for use in introductory Entrepreneurship classes at the undergraduate level. It has 15 chapters covering key topics of entrepreneurships such as: opportunity recognition, business model, financing, ethics, invention, and innovation. OpenStax indicates that this book has been used in over 200 classrooms. Ancillaries may be available with an account.
A gap exists in management curricula between conventional business practices that assume infinite resources and safe waste disposal on the one hand, and the sustainability innovation that today’s new market conditions demand. There are now well-developed and vetted frameworks, analyses, and tools, such as cradle-to-cradle design, green chemistry, industrial ecology, The Natural Step, and markets …
Entrepreneurship and Sustainability, v. 1.0 (2012, Larson) (CC BY-NC-SA 3.0)Read More »
Entrepreneurs who are interested in creating social NGOs would benefit from this book. This handbook will guide students through the steps of starting and operating an NGO. The online version includes several translations such as Arabic, Chinese, French, Persian, Portuguese, Russian, and Spanish. Available in PDF and online.
This textbook provides context and essential concepts for business students to understand what an information system is, how it is built for businesses to run their companies, and develop competitive advantages. This book is divided into three parts. Part 1 discusses what an information system (IS) is and its components. Part 2 discusses how people …
Information Systems for Business (Pham et al., 2021) – LibreTexts (CC BY-NC)Read More »