Marketing Principles From The River City
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Description
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.
Accessibility Note
Content is digitally accessible 2026
DOI
10.21974/hhfv-v043
ISBN
978-1-965417-06-5
Publication Date
3-2026
Publisher
VCU Libraries
Keywords
Marketing -- Management, Richmond (Va) -- Marketing
Disciplines
Marketing
Rights
Copyright © 2026 by Jodie Ferguson and Cesar Zamudio
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
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Ferguson, J. L., Gilbert, J. R., Gilstrap, K., Makarem, S. C., Mohan, M., Sarma, B. M., and Zamudio, C. 2026. Marketing Principles From the River City. VCU Libraries. https://doi.org/10.21974/hhfv-v043
Comments
Publication of this book was made possible by the Virginia Commonwealth University Affordable Course Content Awards grant program.