Marketing Principles From The River City

Authors

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

Document Type

OER (Open Educational Resource)

Publication Date

2026

DOI

https://doi.org/10.21974/hhfv-v043

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.

Publication of this book was made possible by the Virginia Commonwealth University Affordable Course Content Awards grant program.

Publisher

VCU Libraries

Contributor

Zofia Farley; Nathan Sisack

Date of Submission

March 2026

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Is Part Of

VCU Open and Affordable Course Content