Marketing

by Burrow, James L.

• ISBN13: 9780538432320
• ISBN10: 0538432322
• Edition: 1st
• Format: Hardcover
• Copyright: 2001-10-19
• Publisher: South-Western Educational Pub

Summary

Why settle for the status quo? MARKETING, Second Edition covers the foundations and functions of Marketing as described in the National Marketing Curriculum. It approaches marketing as an integrated set of tasks (functions), built on a solid set of foundations (economics, finance, career preparation). Students learn about the various functions of marketing, but also discover how each function fits with the others. This is marketing in the real world-integrated, strategic, always changing. Two-page DECA Prep features provide Case Studies and competitive event activities in every chapter. Coverage of business plans, entrepreneurship, real-world applications, projects, technology, Internet, ethics, and cross-curricular links have all been enhanced in this edition. The complete MARKETING Second Edition package provides lesson plans, video, technology, and online resources on the Xtra! Web Site.

Table of Contents

Marketing Today	p. 2
Marketing Impacts Society	p. 32
Marketing Begins with Economics	p. 56
The Basics of Marketing	p. 84
Using Marketing Research	p. 112
Marketing Begins with Customers	p. 144
Competitions is Everywhere	p. 164
Marketing for E-Commerce	p. 190
The Marketing Strategy	p. 218
Develop a New Product	p. 258
Services Need Marketing	p. 288
Products for Resale	p. 310
Get the Product to Customers	p. 340
Determining the Best Price	p. 376
Promotion Means Effective Communication	p. 402
Be Creative with Advertising	p. 428
Selling Satisfies the Customer	p. 452
Moving into a Global Economy	p. 480
Managing Risks	p. 506
Marketing Requires Money	p. 530
What is Entrepreneurship?	p. 560
Take Control with Management	p. 588
Careers in Marketing	p. 614
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