Marketing Essentials is the top selling book in marketing education because it's clear, it's comprehensive, and it gives teachers the support materials they need. This popular text has been revised to include chapters on the most current topics in marketing, including e-marketing, marketing ethics, and international and cross-cultural marketing.
CONTENTS
Unit 1: The World of Marketing
Chapter 1: Marketing Is All Around Us
Chapter 2: The Marketing Plan
Unit 2: Economics
Chapter 3: Political and Economic Analysis
Chapter 4: Global Analysis
Unit 3: Business and Society
Chapter 5: The Free Enterprise System
Chapter 6: Legal and Ethical Issues
Unit 4: Skills for Marketing
Chapter 7: Basic Math Skills
Chapter 8: Communication Skills
Chapter 9: Technology Applications for Marketing
Chapter 10: Interpersonal Skills
Chapter 11: Management Skills
Unit 5: Selling
Chapter 12: Preparing for the Sale
Chapter 13: Initiating the Sale
Chapter 14: Presenting the Product
Chapter 15: Closing the Sale
Chapter 16: Using Math in Sales
Unit 6: Promotion
Chapter 18: Visual Merchandising and Display
Chapter 19: Advertising
Chapter 20: Print Advertisements
Unit 7: Distribution
Chapter 21: Channels of Distribution
Chapter 22: Physical Distribution
Chapter 23: Purchasing
Chapter 24: Stock Handling and Inventory Control
Unit 8: Pricing
Chapter 25: Price Planning
Chapter 26: Pricing Strategies
Chapter 27: Pricing Math
Unit 9: Marketing Information Management
Chapter 28: Marketing Research
Chapter 29: Conducting Marketing Research
Unit 10: Product and Service Management
Chapter 30: Product Planning
Chapter 31: Branding, Packaging, and Labeling
Chapter 32: Extended Product Features
Unit 11: Entrepreneurship and Finance
Chapter 33: Entrepreneurial Concepts
Chapter 34: Risk Management
Chapter 35: Developing a Business Plan
Chapter 36: Financing the Business
Unit 12: Employability and Career Development
Chapter 37: Identifying Career Opportunities
Chapter 38: Finding and Applying For a Job
Glossary
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