Authors: Brenda Clark, Cynthia Gendall Basteri, Chris Gassen, and Michelle Walker

Marketing Dynamics introduces students to the principles of marketing as they learn the four Ps of product, price, place, and promotion. Essential market research and identification of the target market are covered in detail. Planning a career in marketing is also investigated. In this new edition, each chapter has been revised to reflect the latest in marketing trends and information.

Table of Contents

Abbreviated Contents

Marketing Dynamics, 3rd Edition

• Front Matter
• Unit 1 Marketing Dynamics
• • 1 - Marketing and You
  • 2 - Marketing Basics
  • 3 - Business Basics
  • 4 - Marketing Plan
  • 5 - Ethics and Social Responsibility
• Unit 2 Dynamics of the Economy
• • 6 - Economic Principles and Systems
  • 7 - Market Forces and Economic Indicators
  • 8 - Business Cycles and the Role of Government
  • 9 - Global Trade
• Unit 3 Marketplace Dynamics
• • 10 - Marketing Research
  • 11 - Competition
  • 12 - Targeting a Market
  • 13 - Business-to-Consumer (B2C) Marketing
  • 14 - Business-to-Business (B2B) Marketing
• Unit 4 Product Dynamics
• • 15 - Products and Services
  • 16 - New Product Development
  • 17 - Branding
• Unit 5 Price Dynamics
• • 18 - Price
  • 19 - Price Strategies
• Unit 6 Place Dynamics
• • 20 - Place
  • 21 - Purchasing and Inventory Control
• Unit 7 Promotion Dynamics
• • 22 - Communication Process
  • 23 - Promotions
  • 24 - Advertising
  • 25 - Visual Merchandising
  • 26 - Personal Selling
• Unit 8 Dynamics of Marketing Management
• • 27 - Management Skills
  • 28 - Marketing Management
• Unit 9 Professional Development Dynamics
• • 29 - Planning for Success
  • 30 - Preparing for Your Career
• Unit 10 Dynamics of Entrepreneurship
• • 31 - Entrepreneurship
  • 32 - Risk Management
  • 33 - Business Funding
• Math Skills Handbook
• Glossary
• Index