Marketing Dynamics 5e, Online Textbook
Marketing Dynamics provides a well-rounded introduction to the marketing mix, including the four Ps—product, price, place, and promotion, as well as a foundation in related economic and business principles. New chapters on social media marketing and the marketing pitch better prepare students for the realities of a fast-paced career in business, while other essential topics in marketing research, targeting a market, and entrepreneurship are also included. This text reveals how marketing concepts relate to many of the current companies and products students are exposed to each day. This edition has been updated to include current examples of marketing campaigns, businesses, and offers even more hands-on practice with new problem-based learning activities where students step into the role of a marketer to make business decisions.
Table of Contents
Abbreviated Contents
Marketing Dynamics 5e, Online Textbook
- Marketing Dynamics
- Copyright © 2024 by The Goodheart-Willcox Company, Inc.
- Introduction
- New to This Edition
- About the Authors
- Reviewers
- Credentialing Partners and Support
- Guided Tour
- Tools for Student and Instructor Success
- Brief Contents
- Contents
- Feature Contents
- Unit 1 Marketing Dynamics
- Chapter 1 Introduction to Marketing
- Chapter 2 Marketing Plan
- Chapter 3 Targeting a Market
- Unit 2 Business and Our Society
- Chapter 4 Business Basics
- Chapter 5 Ethics and Social Responsibility
- Unit 3 Economics
- Chapter 6 Economic Principles
- Chapter 7 Economic Activity
- Chapter 8 Global Trade
- Unit 4 Management
- Chapter 9 Business Management
- Chapter 10 Risk Management
- Unit 5 Marketing-Information Management
- Chapter 11 Marketing Research
- Chapter 12 Understanding the Customer
- Unit 6 Marketing Mix: Product
- Chapter 13 Product
- Chapter 14 Branding
- Unit 7 Marketing Mix: Price
- Chapter 15 Price
- Chapter 16 Pricing Product
- Unit 8 Marketing Mix: Place
- Chapter 17 Place
- Chapter 18 Purchasing and Inventory
- Unit 9 Marketing Mix: Promotion
- Chapter 19 Promotion
- Chapter 20 Advertising
- Chapter 21 Social Media Marketing
- Chapter 22 Visual Merchandising and Display
- Chapter 23 Personal Selling
- Unit 10 Essential Marketing Skills
- Chapter 24 Marketing Communications
- Chapter 25 Marketing Pitch
- Unit 11 Entrepreneurship
- Chapter 26 Fundamentals of Entrepreneurship
- Chapter 27 Building a Business
- Unit 12 Preparing for the Future
- Chapter 28 Planning for Success
- Chapter 29 Planning for Your Career
- Marketing Plan Writing Checklist
- Glossary
- Index