James L. Burrow Marketing

ISBN 13: 9780538440967

Marketing

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Why settle for the status quo? MARKETING, Second Edition covers the foundations and functions of Marketing as described in the National Marketing Curriculum. It approaches marketing as an integrated set of tasks (functions), built on a solid set of foundations (economics, finance, career preparation). Students learn about the various functions of marketing, but also discover how each function fits with the others. This is marketing in the real world-integrated, strategic, always changing. Two-page DECA Prep features provide Case Studies and competitive event activities in every chapter. Coverage of business plans, entrepreneurship, real-world applications, projects, technology, Internet, ethics, and cross-curricular links have all been enhanced in this edition. The complete MARKETING Second Edition package provides lesson plans, video, technology, and online resources on the Xtra! Web Site.

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About the Author:

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.

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

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