Overview

In Burrow's MARKETING, 5E students learn how current marketing technologies and practices relate to their personal goals and future careers. Students will be able to recognize effective marketing applications to create strategic plans for a large variety of business endeavors. This update maintains the hallmark integrated marketing approach seen in previous editions as students learn the foundations and functions needed to successfully market goods, services, and ideas to consumers. Professional development, customer service, and digital marketing strategies including social media are presented as key marketing skills for success. Emphasis on the Career Clusters, DECA Performance Indicators, and real-world applications highlight how these skills can be used in everyday life and future careers. While students study business, economics, selling, human relations, communications, logistics, promotion, product planning, and pricing, they also understand why marketing is crucial across all business operations. MindTap is the online solution for CTE courses that includes the full, interactive eBook, annotation and study tools, media, auto-graded assessment, data analytics, and more. MindTap for Marketing, 5th edition includes additional timely features such as examples of advertisements, stats and facts, digital marketing strategies, internet research activities, and case studies that will be updated in between editions to keep your course current in this innovative industry

Full Product Details

Author:   James Burrow (North Carolina State University)
Publisher:   Cengage Learning, Inc
Imprint:   South Western Educational Publishing
Edition:   5th Student edition
Dimensions:   Width: 22.00cm , Height: 28.10cm , Length: 3.00cm
Weight:   1.660kg
ISBN:  

9780357135747

ISBN 10:   0357135741
Publication Date:   09 March 2020
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9798214101590
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter 1 Marketing Today and Tomorrow 1.1 What is Marketing? 1.2 Business Needs Marketing 1.3 The Marketing Concept 1.4 The Changing Role of Marketing DECA Prep Marketing Communications Series Event Chapter 2 Socially Responsible Marketing 2.1 The Impact of Marketing 2.2 Criticisms of Marketing 2.3 Marketing and Social Responsibility DECA Prep Apparel and Accessories Marketing Series Event Chapter 3 The Economic Basis for Marketing 3.3 Scarcity and Private Enterprise 3.2 The Law of Supply and Demand 3.3 Types of Economic Competition 3.4 Economic Utility DECA Prep Food Marketing Series Event Chapter 4 Marketing Basics 4.1 Changes in Today�s Marketing 4.2 Plan a Marketing Strategy 4.3 Consumers and Competitors 4.4 The Varied Role of Marketing DECA Prep Business Solutions Project Event Chapter 5 Marketing Begins with Consumers 5.1 Understand Consumer Behavior 5.2 What Motivates Buyers? 5.3 Influence Consumer Decisions DECA Prep Automotive Services Marketing Individual Series Event Chapter 6 Marketing Information and Research 6.1 Understand the Need for Marketing Information 6.2 Find and Manage Marketing Information 6.3 Use Marketing Research 6.4 Collect Primary Data DECA Prep Buying and Merchandising Operations Research Event Chapter 7 Competition Is Everywhere 7.1 Focus on Market Segments 7.2 Position for Competitive Advantage 7.3 Compete for Market Segments 7.4 Learn about the Competition DECA Prep Sports and Entertainment Marketing Team Decision Making Event Chapter 8 Social Media and E-Commerce 8.1 Technology, the Internet, and E-Commerce 8.2 The Emergence of Social Media 8.3 Social Media as a Marketing Tool DECA Prep Buying and Merchandising Team Decision Making Event Chapter 9 Develop a Marketing Strategy and Marketing Plan 9.1 Elements of a marketing Strategy 9.2 Marketing Mix Alternatives 9.3 Consumer Purchase Classifications 9.4 Marketing Planning DECA Prep International Business Plan Event Chapter 10 Develop Successful Products 10.1 Start with a Product 10.2 Components of the Product Mix 10.3 Products for Consumers and Businesses 10.4 New Product Development DECA Prep Sales Project Chapter 11 Services Need Marketing 11.1 What Are Services? 11.2 Classify Services and Evaluate Quality 11.3 Develop a Service Marketing Mix DECA Prep Hotel and Lodging Management Series Event Chapter 12 Business-to-Business Marketing 12.1 Business-to-Business Exchanges 12.2 Make Business Purchase Decisions 12.3 Business Purchasing Procedures 12.4 Retail Purchasing DECA Prep Retail Merchandising Series Event Chapter 13 Distribution 13.1 Marketing Through Distribution 13.2 Distribution Channels 13.3 The Role of Wholesaling 13.4 The Role of Retailing 13.5 Physical Distribution DECA Prep Quick-Serve Restaurant Management Series Event Chapter 14 Determine the Best Price 14.1 The Economics of Price Decisions 14.2 Develop Pricing Procedures 14.3 Pricing Based on Market Conditions DECA Prep Hospitality and Tourism Operations Research Event Chapter 15 Promotion 15.1 Promotion Is a Form of Communication 15.2 Types of Promotion 15.3 The Promotional Plan DECA Prep Community Giving Project Chapter 16 Advertising 16.1 What Is Advertising? 16.2 Plan Advertising 16.3 Create and Evaluate Advertising DECA Prep Integrated Marketing Campaign Event Chapter 17 Selling 17.1 The Value of Selling 17.2 Prepare for Effective Selling 17.3 The Selling Process and Sales Support DECA Prep Professional Selling Event Chapter 18 Marketing in a Global Economy 18.1 The Expanding World Economy 18.2 International Ventures 18.3 Understand International Markets DECA Prep Food Marketing Individual Series Event Chapter 19 Manage Risk 19.1 Assess Business Risks 19.2 Identify Marketing Risks 19.3 Manage Marketing Risks DECA Prep Business Services Marketing Series Event Chapter 20 Marketing and Finance 20.1 Marketing Affects Business Finances 20.2 Tools for Financial Planning 20.3 Budget for Marketing Activities DECA Prep Financial Services Team Decision Making Event Chapter 21 Entrepreneurship and Marketing 21.1 Understand Entrepreneurship 21.2 Business Ownership 21.3 The Business Plan DECA Prep Start Up Business Plan Event Chapter 22 Take Control with Management 22.1 The Functions of Management 22.2 Manage with a Marketing Plan 22.3 The Marketing Manager Role DECA Prep Community Awareness Project Chapter 23 Plan Your Future in Marketing 23.1 Marketing Jobs and Careers 23.2 Marketing Education and Career Paths 23.3 Career Planning DECA Prep Restaurant and Food Service Management Series Event

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Author Information

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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