A Marketing Handbook  is light on theory but heavy on the application of marketing frameworks for analysis and action-oriented plans.

This handbook provides relevant, timeless frameworks that can be applied to the needs of for-profit and nonprofit organizations that will help:

1) Define marketing and how it can be used to persuade

2) Specify the elements of a marketing plan

3) Identify actionable frameworks for marketing analysis, planning, and action

4) Instruct people how to use and apply these frameworks

A supplement to more theory-heavy books, this handbook is developed and being updated continually by marketing practitioners, delivered entirely online via text, podcasts, videos, and social media. Covered by a Creative Commons copyright, the book is freely available to students, teachers, and the public.

Much of this book adapts other publicly available, open education resources’ copyrighted materials. While materials are identified throughout this effort, one source stands out as an excellent free supplement to this effort, and provides in-depth, comprehensive explanations of marketing concepts. Called Principles of Marketing and published by the University of Minnesota in 2010, it is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.