Marketing, Anniversary Edition

Description

Marketing integrates the full range of DECA competencies for competitive event preparation. It takes advantage of the dynamic and interactive world of marketing today and allows students to experience this first-hand. Built around the National Marketing Education foundations and functions of marketing, this text focuses on professional development, customer service, and technology as the keys to success. With a dedicated web site, new video, updated Internet activities, and contemporary design, Marketing is exciting plus informative!

James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

Chapter 1 Marketing Today, Chapter 2 Marketing Impacts Society, Chapter 3 Marketing Begins with Economics, Chapter 4 The Basics of Marketing, Chapter 5 Using Marketing Research, Chapter 6 Marketing Begins with Customers, Chapter 7 Competition is Everywhere, Chapter 8 Marketing for E-commerce, Chapter 9 The Marketing Strategy, Chapter 10 Develop a New Product, Chapter 11 Services Need Marketing, Chapter 12 Products for Resale, Chapter 13 Get the Product to Customers, Chapter 14 Determining the Best Price, Chapter 15 Promotion Means Effective Communication, Chapter 16 Be Creative with Advertising, Chapter 17 Selling Satisfies the Customer, Chapter 18 Moving Into a Global Economy, Chapter 19 Managing Risks, Chapter 20 Marketing Requires Money, Chapter 21 What is Entrepreneurship?, Chapter 22 Take Control with Management, Chapter 23 Careers in Marketing