Principles of Marketing

OpenStax university textbook covering the full marketing curriculum: strategy, consumer behavior, segmentation, product development, pricing, distribution, and promotion.

Maria Gomez Albrecht, Mark Green, Linda Hoffman

Global Text Project textbook that walks through marketing fundamentals: research, segmentation, product planning, pricing, distribution, and communication.

John Burnett

Covers branding concepts, brand equity, brand loyalty, brand extensions, co-branding, and the consumer buying process as it relates to brand selection.

EIILM University

Covers marketing ROI measurement, revenue analytics, performance dashboards, forecasting, and how to communicate marketing results to leadership.

Adobe Marketo Engage

Explains marketing automation basics, compares it to CRM and email marketing, covers key features, and guides platform selection for businesses.

Adobe Business