Marketing dynamics / [print]
Brenda Clark, Ed.D, Cynthia Gendall Basteri, Ed.D, Chris Gassen, MBA, CFA, Michelle Walker, PhD.
- Third edition.
- Tinley Park, Illinois : Goodheart-Willcox Company, Incorporated, (c)2014.
- xiii, 768 pages ; 29 cm
Unit 1: marketing dynamics -- Marketing and you -- Marketing basics -- Business basics -- Marketing plan -- Social and ethical responsibility -- Unit 2: dynamics of the economy -- Economic principles and systems -- Market forces and economic indicators -- Business cycles and the role of government -- Global trade -- Unit 3: marketplace dynamics -- Marketing research -- Competition -- Targeting a market -- Business-to-consumer (B2C) marketing -- Business-to-business (B2B) marketing -- Unit 4: product dynamics -- Products and services -- New product development -- Branding -- Unit 5: price dynamics -- Price -- Price strategies -- Unit 6: place dynamics -- Place -- Physical distribution/purchasing and inventory control -- Unit 7: promotion dynamics -- Communication process -- Promotions -- Advertising -- Visual merchandising -- Personal selling -- Unit 8: professional development dynamics -- Planning for success -- Preparing for your career -- Unit 9: dynamics of marketing management -- Leading a team -- Management functions -- Unit 10: dynamics of entrepreneurship -- Becoming an entrepreneur -- Risk management -- Financial analysis.
Marketing Dynamics provides a comprehensive framework to learn about the concepts of marketing, including the four Ps of product, place, price, and promotion. By studying this text, students learn about the responsibilities and rewards of becoming a marketing professional. Social media, exploring careers, real-world cases, and a multitude of other features bring marketing to life. Create a personal, customized marketing plan with the Building the Marketing Plan feature. Prepare for college and career with the College and Career Readiness activites. Prepare to be a leader with the DelawareCA Emerging Leaders feature. Learn the marketing standards as identified by the MBA Research and Curriculum Center. Create a personal portfolio. Practice basic math skills with the Math Skills Handbook. Study on the go with QR codes that link to chapter pretests and posttests. - Back cover.