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Marketing Dynamics
Unit 1 Marketing
Dynamics . . . . . . . . . . . . . . . 2
Chapter 1 Marketing and You . . . . . . . . . . 4
Chapter 2 Marketing Basics . . . . . . . . . . . 22
Chapter 3 Business Basics . . . . . . . . . . . 40
Chapter 4 Marketing Plan . . . . . . . . . . . . 60
Chapter 5 Ethics and Social
Responsibility . . . . . . . . . . . . . 80
Unit 2 Dynamics of the
Economy. . . . . . . . . . . . . . .104
Chapter 6 Economic Principles and
Systems . . . . . . . . . . . . . . . . .106
Chapter 7 Market Forces and Economic
Indicators . . . . . . . . . . . . . . . .126
Chapter 8 Business Cycles and the Role of
Government . . . . . . . . . . . . . .148
Chapter 9 Global Trade . . . . . . . . . . . . . .166
Unit 3 Marketplace
Dynamics . . . . . . . . . . . . . .184
Chapter 10 Marketing Research . . . . . . . .186
Chapter 11 Competition . . . . . . . . . . . . . . 206
Chapter 12 Targeting a Market . . . . . . . . 222
Chapter 13 Business-to-Consumer (B2C)
Marketing . . . . . . . . . . . . . . . .240
Chapter 14 Business-to-Business (B2B)
Marketing . . . . . . . . . . . . . . . 258
Unit 4 Product Dynamics . .278
Chapter 15 Products and Services . . . . . 280
Chapter 16 New Product Development . . 304
Chapter 17 Branding . . . . . . . . . . . . . . . . 322
Unit 5 Price Dynamics . . . 342
Chapter 18 Price . . . . . . . . . . . . . . . . . . . 344
Chapter 19 Price Strategies . . . . . . . . . . . 364
Unit 6 Place Dynamics. . . 388
Chapter 20 Place . . . . . . . . . . . . . . . . . . . 390
Chapter 21 Purchasing and Inventory
Control . . . . . . . . . . . . . . . . . .418
Unit 7 Promotion Dynamics . . 440
Chapter 22 Communication Process . . . . 442
Chapter 23 Promotions . . . . . . . . . . . . . . 466
Chapter 24 Advertising . . . . . . . . . . . . . . 490
Chapter 25 Visual Merchandising . . . . . . 508
Chapter 26 Personal Selling . . . . . . . . . . .528
Unit 8 Dynamics of Marketing
Management . . . . . . . . . . 556
Chapter 27 Management Skills . . . . . . . . 558
Chapter 28 Marketing Management . . . . 580
Unit 9 Professional Development
Dynamics . . . . . . . . . . . . . 600
Chapter 29 Planning For Success . . . . . . 602
Chapter 30 Preparing for Your Career . . . .624
Unit 10 Dynamics of
Entrepreneurship . . . 654
Chapter 31 Entrepreneurship . . . . . . . . . . 656
Chapter 32 Risk Management . . . . . . . . . .678
Chapter 33 Business Funding . . . . . . . . . 694
Contents in Brief