Marketing essentials / Lois Schneider Farese,Grady Kimbrell & Carl A.Woloszyk.

Contents;

Unit one: The world of marketing
1. Marketing is all around us
2. Basic marketing concepts

Unit two: Economic essentials
3. Our free enterprise system
4. World economics

Unit three: Business and marketing essentials
5. Business and social responsibility
6. The domestic marketplace
7.The global marketplace

Unit four: Human resource essentials
8. Fundamentals of mathematics
9. Communication skills
10. Computer technology
11. Interpersonal skills
12.Management skills

Unit five: Selling
13. What is selling?
14. The sales process
15. Determining needs and product presentation
16. Handling customer questions and objections
17. Closing the sale and following up
18. Math for retail sales

Unit six: Promotion
19. What is promotion?
20. Advertising media
21. Preparing print advertisements
22. Visual merchandising and display
23. Publicity and public relations

Unit Seven: Buying and distribution
24. Channels of distribution
25. Physical distribution
26. Buying
27. Stock handling and inventory control
28. Buying and distribution math

Unit eight: Pricing
29. Price planning
30. Pricing strategies
31. Pricing math

Unit nine: Marketing information management
32. Marketing research
33. Conducting marketing research

Unit ten: Product planning
34. What is product planning?
35. Branding,packaging and labeling
36. Extended product features

Unit eleven: Entrepreneurship
37. What is entrepreneurship?
38. Risk management
39. Developing a business plan
40. Financing the business

Unit twelve: Career planning
41. Careers in marketing
42. Making your own career decisions
43. Finding and applying for a job

Includes bibliographical references and indexes.