This NSCC open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Introduction to Business is designed to meet the scope and sequence requirements of foundational business courses. The textbook presents business principles and emerging trends in fields including management, leadership, production, marketing, and finance.
Chapter 1: Understanding Economic Systems and Business
Chapter 2: Making Ethical Decisions and Managing a Socially Responsible Business
Chapter 3: Competing in the Global Marketplace
Chapter 4: Forms of Business Ownership
Chapter 5: Entrepreneurship: Starting and Managing Your Own Business
Chapter 6: Management and Leadership in Today's Organizations
Chapter 7: Designing Organizational Structures
Chapter 8: Managing Human Resources and Labor Relations
Chapter 9: Motivating Employees
Chapter 10: Achieving World-Class Operations Management
Chapter 11: Creating Products and Pricing Strategies to Meet Customers' Needs
Chapter 12: Distributing and Promoting Products and Services
Chapter 13: Using Technology to Manage Information
Chapter 14: Using Financial Information and Accounting
Chapter 15: Understanding Money and Financial Institutions
Chapter 16: Understanding Financial Management and Securities Markets

This collaboratively authored guide helps institutions navigate the uncharted waters of tagging course material as open educational resources (OER) or under a low-cost threshold by summarizing relevant state legislation, providing tips for working with stakeholders, and analyzing technological and process considerations. The first half of the book provides high-level analysis of the technology, legislation, and cultural change needed to operationalize course markings. The second half features case studies by Alexis Clifton, Rebel Cummings-Sauls, Michael Daly, Juville Dario-Becker, Tony DeFranco, Cindy Domaika, Ann Fiddler, Andrea Gillaspy Steinhilper, Rajiv Jhangiani, Brian Lindshield, Andrew McKinney, Nathan Smith, and Heather White.

Digitales Marketing bietet eine hervorragende Möglichkeit, weltweit Kunden zu finden, ohne in einem anderen Land physisch präsent zu sein