Brief
Contents
Part One
Marketing Dynamics
1 Marketing Is Dynamic!  16
2 Business Basics  31
3 The Marketing Concept  42
4 Markets  51
5 Social Responsibility  65
Part Two
Dynamics of the Economy
6 The Problem of Scarcity  80
7 Economic Systems  91
8 Market Forces  102
9 Economic Indicators  112
10 Market Economy Dynamics  127
11 Role of Government  136
12 International Trade  147
13 Trade Relations  157
Part Three
Marketplace Dynamics
14 A Diverse Marketplace  168
15 Targeting a Market  182
16 Segmenting a Market  193
17 Understanding Consumer
Behavior  205
18 Business Customers  215
19 Competition  224
20 Marketing Research  235
Part Four
Product Dynamics
21 What Is a Product?  250
22 Branding  262
23 Developing New Products  276
24 Making Goods  289
25 Product Management  302
Part Five
Place Dynamics
26 What Is Place?  316
27 Physical Distribution  334
28 Retail Inventory  349
29 Internet as Place  365
Part Six
Price Dynamics
30 Profit and Loss  386
31 Risk Management  398
32 What Is Price?  414
33 Price Determination  429
Part Seven
Promotion Dynamics
34 The Communication Process  442
35 Verbal and Nonverbal
Communication  454
36 Promotion Is Communication  468
37 The Promotional Mix  485
38 Advertising  500
39 The Advertising Plan  517
40 Visual Merchandising  530
41 Promotion on the Internet  545
Part Eight
Selling Dynamics
42 What Is Selling?  562
43 The Sales Process: Approach  576
44 The Sales Process: Presentation  588
45 The Sales Process: Close  601
46 Customer Service  619
Part Nine
Professional Development
47 Planning for Success  634
48 Developing Your Career Plan  648
49 Communicating for Success  668
50 Marketing Yourself  689
51 Achieving Success  711
52 Entrepreneurship  731
Glossary  753
Index  768