The New Normal Marketing Principles: Building Your Marketing Foundation
Edition: 1
Copyright: 2021
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This publication is a foundational and comprehensive coverage of marketing perfect for intro classes. This turnkey online course incorporates familiar examples, video, case studies, and more to provide students with an engaging and interactive learning experience.
Chapter 1: Foundation of Marketing
Chapter 2: Corporate Social Responsibility, Global, Ethical and Sustainable Marketing
Chapter 3: Strategic Market Planning Process
Chapter 4: Market Research
Chapter 5: Consumer Decision Making
Chapter 6: Organization and Business Markets Buying Behaviors
Chapter 7: Segmentation and Target Marketing
Chapter 8: Product – Innovation and New Product Development
Chapter 9: Product Strategy, Branding and Product Management
Chapter 10: Price Strategy
Chapter 11: Place/Distribution Strategy
Chapter 12: Promotion – Advertising and Sales Promotion
Chapter 13: Social Media Marketing – Direct Database Marketing, Personal Selling and Public Relations
Chapter 14: Customer Experience
Appendix A: Marketing Plan
Appendix B: Marketing Careers
DONALD B. FISHER, DBA, is a Professor of Marketing and Director of Marketing Program in the Hazy College of Business at Utah Tech University, Utah. He is co-creator of the Marketing Degree Program and creator of a Retail Management Certification available both in classroom and online versions. His areas of interest include sales management, product management, marketing strategies, retail management, practitioner/academic relationships, and fundamentals of marketing. Professor Fisher started his education at the University of Utah, University of Sao Paulo, Brazil and then completed his BS in Management at Idaho State. Next at the University of Southern California he completed a Food Industry Management Certification. Then a MSBA in Marketing at California State University, Los Angeles. Finally, a DBA in Global Business Administration from the University of Phoenix. Most of his experience is in industry. His career started in Retail, with a variety of store level positions. Next came corporate level positions in the Food Industry in purchasing, pricing, merchandising, managing, advertising, new products, product management, and general management. Marketing and Sales for General Mills was the last position before becoming a full-time professor. Awards in the Food Industry include: Big Cheese, Retailor of the Year, Hall of Fame, President’s Award, Board of Directors of the SCDDBC for 24 years, President of the SCDDBC, National Deli Seminar General Chair (3X), and Business Advisory Board for President George Bush Jr.
This publication is a foundational and comprehensive coverage of marketing perfect for intro classes. This turnkey online course incorporates familiar examples, video, case studies, and more to provide students with an engaging and interactive learning experience.
Chapter 1: Foundation of Marketing
Chapter 2: Corporate Social Responsibility, Global, Ethical and Sustainable Marketing
Chapter 3: Strategic Market Planning Process
Chapter 4: Market Research
Chapter 5: Consumer Decision Making
Chapter 6: Organization and Business Markets Buying Behaviors
Chapter 7: Segmentation and Target Marketing
Chapter 8: Product – Innovation and New Product Development
Chapter 9: Product Strategy, Branding and Product Management
Chapter 10: Price Strategy
Chapter 11: Place/Distribution Strategy
Chapter 12: Promotion – Advertising and Sales Promotion
Chapter 13: Social Media Marketing – Direct Database Marketing, Personal Selling and Public Relations
Chapter 14: Customer Experience
Appendix A: Marketing Plan
Appendix B: Marketing Careers
DONALD B. FISHER, DBA, is a Professor of Marketing and Director of Marketing Program in the Hazy College of Business at Utah Tech University, Utah. He is co-creator of the Marketing Degree Program and creator of a Retail Management Certification available both in classroom and online versions. His areas of interest include sales management, product management, marketing strategies, retail management, practitioner/academic relationships, and fundamentals of marketing. Professor Fisher started his education at the University of Utah, University of Sao Paulo, Brazil and then completed his BS in Management at Idaho State. Next at the University of Southern California he completed a Food Industry Management Certification. Then a MSBA in Marketing at California State University, Los Angeles. Finally, a DBA in Global Business Administration from the University of Phoenix. Most of his experience is in industry. His career started in Retail, with a variety of store level positions. Next came corporate level positions in the Food Industry in purchasing, pricing, merchandising, managing, advertising, new products, product management, and general management. Marketing and Sales for General Mills was the last position before becoming a full-time professor. Awards in the Food Industry include: Big Cheese, Retailor of the Year, Hall of Fame, President’s Award, Board of Directors of the SCDDBC for 24 years, President of the SCDDBC, National Deli Seminar General Chair (3X), and Business Advisory Board for President George Bush Jr.