"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