https://opentext.wsu.

edu/marketing/front-matter/acknowledgements/

CORE PRINCIPLES OF MARKETING

ACKNOWLEDGEMENTS

The adapting author, Babu John Mariadoss, would like to thank:

 University of Minnesota Libraries Publishing, authors of ‘Principles of Marketing’, the source of

portions of content used in this textbook.
 Professor John Burnett, author of  ‘Introducing Marketing,’ the source of portions of content
used in this textbook.
 Dr. Darrel Muehling (Chairperson, Dept. of Marketing and International Business, Carson College
of Business, WSU) for providing a conducive environment for conduct of my teaching and
research activities at WSU.
 Dr.  Jaime Noriega for his help with editing the text.
 Partha Sarathi Datta (Dept. of Marketing and International Business, Carson College of Business,
WSU) for his help with editing.
 Jennifer Marie Smith, Melanie Tanguileg, and Kristena Huston (Washington State University) for
providing key suggestions with the text.
 Theron DesRosier (eLearning Consultant, Academic Outreach & Innovation, WSU) for his help
with designing the text.
 Sheilah Schneider (Web Coordinator, Academic Outreach & Innovation, WSU) for his help with
designing the text.
 Talea Anderson (Scholarly Communication Librarian, Center for Digital Scholarship and
Curation, WSU Libraries) for her help in the Open Resource project.

‘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. This work, unless otherwise expressly stated, is licensed under a
Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
 CHAPTER 1: WHAT IS MARKETING?

1.1 Defining Marketing

1.2 Who Does Marketing?
1.3 Why Study Marketing?
 
 
 
 
 

Section 1.1 Defining Marketing, Section 1.2 Who Does

Marketing? and Section 1.3 Why Study Marketing? are edited
versions of the chapter sections of the same titles appearing in
‘Chapter 1: What is Marketing?’ of the textbook ‘Principles of
Marketing,’ authored by University of Minnesota Libraries
Publishing edition, 2015 – this book was adapted from a work
originally produced in 2010 by a publisher who has requested
that it not receive attribution.
The following changes were made to the most recent
edition: Created new title for Figure 1.1: Marketing
activities; Created new title for Figure 1.2: Creating
Offerings That Have Value – BMW versus CRV; Created new
title for Figure 1.3: Creating Offerings That Have Value –
Social media sites; Added learning objectives for sections 1.1,
1.2, and 1.3.