Author: Cindy Quinlan, Cynthia Gendall Basteri, Chris Gassen, Michelle Walker, and Brenda Clark

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.

This EARLY RELEASE Online Textbook will be replaced with the Reflowable Online Textbook, coming soon!

Table of Contents

Abbreviated Contents

Marketing Dynamics 6e, Online Textbook

• Front Matter
• Unit 1 Marketing Dynamics
• • 1 Introduction to Marketing
  • 2 Marketing Plan
  • 3 Targeting a Market
• Unit 2 Business and Our Society
• • 4 Business Basics
  • 5 Ethics and Social Responsibility
• Unit 3 Economics
• • 6 Economic Principles
  • 7 Government and Trade
• Unit 4 Management
• • 8 Business Management
  • 9 Risk Management
• Unit 5 Marketing-Information Management
• • 10 Marketing Research
  • 11 Understanding the Customer
• Unit 6 Marketing Mix: Product
• • 12 Product
  • 13 Branding
• Unit 7 Marketing Mix: Price
• • 14 Price
  • 15 Pricing Product
• Unit 8 Marketing Mix: Place
• • 16 Place
  • 17 Purchasing and Inventory
• Unit 9 Marketing Mix: Promotion
• • 18 Promotion
  • 19 Advertising
  • 20 Social Media Marketing
  • 21 Merchandising and Display
  • 22 Personal Selling
• Unit 10 Essential Marketing Skills
• • 23 Marketing Communications
  • 24 Marketing Pitch
• Unit 11 Preparing for the Future
• • 25 Career Planning
  • 26 Pursuing Entrepreneurship
• Marketing Plan Writing Checklist
• Glossary
• Index