Open Textbooks and Course Materials

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  Marketing Principles From The River City

  Jodie L. Ferguson, Jonathan Ross Gilbert, Katie Gilstrap, Suzanne C. Makarem, Mayoor Mohan, Butch M. Sarma, and Cesar Zamudio

  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.

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  Foundations of Business, 2nd Edition

  Jackson Holly

  Business Foundations was created for use in Virginia Commonwealth University’s BUSN 201: Foundations of Business. The course—and this text—introduces foundational concepts related to business environments, functions, and practices, while also emphasizing corporate social responsibility and ethical business behavior. By applying these concepts, students develop an integrated understanding of business and strengthen the analytical skills needed for advanced coursework and future careers.

  The second edition includes updated content for improved relevance, as well as a new section on mentoring.

  The current version of the text is available at VCU Pressbooks

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  Biological Basis of Behavior

  Caroline O. Cobb

  This text provides an overview of human behavior through a biological lens, with a focus on the central nervous system and its role in regulating and controlling behavior. Designed for graduate students in PSYC 629, it covers neuron structure and function, neurophysiology, basic neuroanatomy, drugs and behavior, internal regulatory processes, learning and memory, emotions, and selected forms of psychopathology.

  The text also incorporates supplemental resources that situate these topics within their broader social context, including discussions of the historical harms experienced by minoritized populations from a behavioral neuroscience perspective.