"Students learn how current marketing technologies and practices relate to their personal goals and future careers. Students will be able to recognize effective marketing applications to create strategic plans for various business endeavors. This edition maintains the hallmark integrated marketing approach seen in previous editions as students learn the foundations and functions needed to market goods, services, and ideas to consumers successfully. Professional development, customer service, and digital marketing strategies, including social media, are presented as key marketing skills for success. Emphasis on the Career Clusters, DECA Performance Indicators, and real-world applications highlight how these skills can be used in everyday life and future careers."--Preface.

Socially responsive marketing -- The economic basis for marketing -- Marketing basics -- Marketing begins with consumers -- Marketing information and research -- Competition is everywhere -- Social media and e-commerce -- Develop a marketing strategy and marketing plan -- Develop successful products -- Services need marketing -- Business-to-business marketing -- Distribution -- Determine the best price -- Promotion -- Advertising -- Selling -- Marketing in a global economy -- Manage risk -- Marketing and finance -- Entrepreneurship and marketing -- Take control with management -- Plan your future in marketing.

Includes bibliographies and index.