Authors: Brenda Clark, Jennie Sobel and Cynthia Gendall Basteri

Introduce your students to the exciting world of marketing with Marketing Dynamics. The text is filled with features that appeal to your students and capture their interest. The concepts of marketing are explained in a lively manner and are illustrated throughout with engaging photographs and informative charts and diagrams. Learning is enhanced and extended through the review activities presented in each chapter.

Table of Contents

Abbreviated Contents

Marketing Dynamics, 2nd Edition

• Front Matter
• Part 1 Marketing Dynamics
• • 1 - Marketing Is Dynamic!
  • 2 - Business Basics
  • 3 - The Marketing Concept
  • 4 - Markets
  • 5 - Social Responsibility
• Part 2 Dynamics of the Economy
• • 6 - The Problem of Scarcity
  • 7 - Economic Systems
  • 8 - Market Forces
  • 9 - Economic Indicators
  • 10 - Market Economy Dynamics
  • 11 - Role of Government
  • 12 - International Trade
  • 13 - Trade Relations
• Part 3 Marketplace Dynamics
• • 14 - A Diverse Marketplace
  • 15 - Targeting a Market
  • 16 - Segmenting a Market
  • 17 - Understanding Consumer Behavior
  • 18 - Business Customers
  • 19 - Competition
  • 20 - Marketing Research
• Part 4 Product Dynamics
• • 21 - What Is a Product?
  • 22 - Branding
  • 23 - Developing New Products
  • 24 - Making Goods
  • 25 - Product Management
• Part 5 Place Dynamics
• • 26 - What Is Place?
  • 27 - Physical Distribution
  • 28 - Retail Inventory
  • 29 - Internet as Place
• Part 6 Price Dynamics
• • 30 - Profit and Loss
  • 31 - Risk Management
  • 32 - What Is Price?
  • 33 - Price Determination
• Part 7 Promotion Dynamics
• • 34 - The Communication Process
  • 35 - Verbal and Nonverbal Communication
  • 36 - Promotion Is Communication
  • 37 - The Promotional Mix
  • 38 - Advertising
  • 39 - The Advertising Plan
  • 40 - Visual Merchandising
  • 41 - Promotion on the Internet
• Part 8 Selling Dynamics
• • 42 - What Is Selling?
  • 43 - The Sales Process: Approach
  • 44 - The Sales Process: Presentation
  • 45 - The Sales Process: The Close
  • 46 - Customer Service
• Part 9 Professional Development
• • 47 - Planning for Success
  • 48 - Developing Your Career Plan
  • 49 - Communicating for Success
  • 50 - Marketing Yourself
  • 51 - Achieving Success
  • 52 - Entrepreneurship
• Glossary
• Index