Glencoe's Marketing Essentials (2009 Edition) is the top selling book in marketing education because it includes all the current hot topics: e-marketing, marketing ethics, and international and cross-cultural marketing. Students get a step-by-step introduction to creating marketing plans, and DECA prep activities that help students gain confidence in using the skills they have learned.
Features:
- Research-based reading strategies
- Integrated academic activities
- Reading Guides with academic standards and vocabulary
- Standardized test practice and test-taking tips
- All new DECA Connection features and role plays to align with revised and new events and performance indicators
- Updated MarkED wheel graphic with "Marketing Core" functions and new Student Edition correlations
- Text is correlated to the new National Marketing Standards
CONTENTS
To the Student
Reading Skills Handbook
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 17: Promotional Concepts and Strategies
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
Math Appendix
Glossary
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