Haskayne School of Business


Core Principles of Strategic Marketing [New]

An introductory textbook to the concepts and principles of strategic marketing, including market analyses and international marketing.

‘Core Principles of Marketing’ is a derivative of (i) ‘Principles of Marketing’ (authored by University of Minnesota Libraries Publishing edition, 2015 under CC BY-NC-SA – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution) and (ii) ‘Introducing Marketing, First Edition, 2011’ (authored by John Burnett – this book was published under The Global Text Project, funded by the Jacobs Foundation, Zurich, Switzerland under CC BY). This adaptation has not significantly altered or updated the original work from the two source textbooks mentioned above, except for the changes mentioned below under the ‘Copyright’ section [Description from resource].

Licence: CC BY-NC-SA 4.0, unless otherwise noted.

Growth and Competitive Strategy in 3 Circles

The 3-Circle model was developed over the past several years, initially in strategic planning for a university graduate program and in an executive MBA course designed to integrate the concepts of marketing and competitive strategy.

Includes: Chapter summaries

Licence: CC BY-NC-SA 3.0

Reviews: Available through the Open Textbook Library

Introducing Marketing

This PDF text introduces students to the marketing strategies and tools that practitioners use to market their products.

Includes: Questions, key terms, projects, case studies

Licence: CC BY 3.0

Reviews: Available through the Open Textbook Library

Introduction to Consumer Behaviour

This textbook was developed at Kwantlen Polytechnic University in BC, intended for undergraduate marketing and business students.

Includes: Ancillary resources, key terms, chapter reflections, glossary

Licence: CC BY-NC-SA

An Open Guide to Integrated Marketing Communications (IMC) [New]

The how-to guide for building marketing campaigns for non-profits, activists, and advocates.

The Open Guide to Integrated Marketing Communications is an OER that was written and edited by KPU students in 2020. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more. The authors have also included reusable materials and templates to support the marketing and communications efforts of those organizations with the smallest of budgets and most limited resources, namely not-for-profit organizations, NGO’s, charities, advocacy groups, and climate & social activists. The Open Guide to IMC is centred around the United Nations’ 17 Sustainable Development Goals and created as an inclusive, equitable, and accessible resource to support quality education [Description from resource].

Includes: glossary, “text your knowledge” activities, templates

Licence: CC BY-NC-SA

Open Textbook Library’s Marketing Collection 

This collection is a list of marketing textbooks used in multiple institutions.

Licence: Please see the individual textbooks for their licensing details.

Principles of Marketing (University of Minnesota Libraries)

This textbook teaches the language and process of marketing.

Includes: Learning objectives, key takeaways, review questions, test bank can be requested

Licence: CC BY-NC-SA

Reviews: Available through the Open Textbook Library

Principles of Marketing (OpenStax) [New]

Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. [Description from resource].

Includes: Instructor test bank and slides.

Licence: CC BY

The Power of Selling

The textbook teaches sales strategies.

Includes: Review and practice, videos

Licence: CC BY-NC-SA 3.0

Reviews: Available through the Open Textbook Library

Visuals for Influence: In Project Management and Beyond

This textbook teaches students how to use visualizations.

Includes: Visual archetypes

Licence: CC BY-NC-SA

Reviews: Available through the Open Textbook Library

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OER by Discipline Guide: University of Calgary Copyright © 2022 by editors Sarah Adams and Ramina Mukundan with Libraries and Cultural Resources is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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