TY  - BOOK
AU  - Farese, Lois
AU  - Kimbrell, Grady; Wolosyzk, Carl A.
ED  - McGraw-Hill Education (Firm)
TI  - Marketing essentials
SN  - 9780021401109
AV  - 658.8 F22m 2016 
PY  - 2016///
CY  - Columbus, Ohio, USA
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Textbooks
KW  - Business education
N1  - Unit 1: The world of marketing. Marketing is all around us ; The marketing plan -- Unit 2: Economics. Political and economic analysis ; Global analysis -- Unit 3: Business and society. The free enterprise system ; Legal and ethical issues -- Unit 4: Skills for marketing. Basic math skills ; Communication skills ; Technology for marketing ; Interpersonal skills ; Management skills -- Unit 5: Selling. Selling overview ; Beginning the sales process ; Presenting the product ; Closing the sale ; Using math in sales -- Unit 6: Promotion. Promotional concepts and strategies ; Visual merchandising and display ; Advertising ; Print advertisements -- Unit 7: Distibution. Channels of distribution ; Physical distribution ; Purchasing ; Stock handling and inventory control -- Unit 8: Pricing. Price planning ; Pricing strategies ; Pricing math -- Unit 9: Marketing information management. Marketing research ; Conducting marketing research -- Unit 10: Product and service management. Product planning ; Branding, packaging, and labeling ; Extended product features -- Unit 11: Entrepreneurship and finance. Entrepreneurial concepts ; Risk management ; Developing a business plan ; Financing the business -- Unit 12: Career development. Identifying career opportunities ; Finding and applying for a job -- Career skills handbook -- Math skills handbook -- Glossary -- Index
ER  -