TY  - BOOK
AU  - Farese,Lois Schneider
AU  - Kimbrell, Grady 
AU  - Woloszyk, Carl A. 
TI  - Marketing essentials
SN  - 9780026406024
U1  - 658.8 19
PY  - 1997///
CY  - New York
PB  - Glencoe/McGraw-Hill
KW  - Marketing
N1  - 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
ER  -