Marketing essentials /
Lois Schneider Farese,Grady Kimbrell & Carl A.Woloszyk.
- New York : Glencoe/McGraw-Hill, c1997.
- xx, 620 p. : col. ill. ; 29 cm.
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