Marketing, Copyright Update

  • AUTHOR: James L. Burrow
  • ISBN-13: 9781133108146 
  • 736 Pages  Hardcover 
  • 3rd Edition  |  Previous Editions: 2009, 2006, 2004
  • ©2012     Published
  • Level(s): Lexile
  • Prices are valid only in the respective region

Overview

About The Product

MARKETING 3E has been updated for 2011! This copyright 2012 edition includes a new Social Media Unit as well as a Math Review Appendix. MARKETING 3E presents marketing as a set of skills and knowledge combined with economics, finance, and career planning to create strategic plans. Students learn the foundations and functions needed to successfully market goods, services, and ideas to consumers. Professional development, customer service, and technology are presented as keys to students' success. Increased emphasis on careers is also included with the incorporation of Career Clusters. While students study business, economics, selling, human relations, communications, distribution, promotion, product planning, and pricing, they also see marketing as a career choice.

Features

  • As the prevalence of Social Media continues to rise, a new unit has been added with activities to help students recognize the ways in which social media can help marketers respond to and attract the attention of their target audience.
  • The new Math Review Appendix will help students solve many of the end-of-chapter problems as well as other common arithmetic problems they may encounter in business.
  • This text offers the most comprehensive DECA Prep available with a strong correlation of content to DECA's Performance Indicators and projects at the end of each chapter that help with competitive events.
  • Prepare for Performance, found in the beginning of each chapter, lists DECA Performance Indicators -- core performance indicators and supporting performance indicators -- applicable to the chapter content to help students prepare for competitive events.
  • Visual Focus features an actual advertisement with a brief description, explaining the connection to the chapter and focus questions and helping students tie chapter content to the real world.
  • SOS or Skills for Occupational Success is a full-page feature that introduces a basic skill such as communicating with charts and graphs, being an effective listener, evaluating information sources, writing a news release, and making a persuasive presentation, developing skills necessary in today's world of work.
  • Planning a Career in . . . provides information about a career tied to one of the 16 career clusters, including a brief description of the career, employment outlook, job titles, skills needed, and a short scenario about what it's like to work in this career. Each ends with a "What About You?" question encouraging students to begin to think about a career choice.
  • Working in Teams is a new short margin feature with activities that focus on marketing and promote teamwork.
  • Fast Facts is a new short margin feature that includes thought-provoking business facts and statistics adding interest to the topic being covered.
  • Updated text now includes even more real-world examples, making the content relevant and tangible for students.
  • Contemporary marketing topics include marketing technology and the Internet, global marketing, ethics, and entrepreneurship.
  • The content reflects the National Marketing Education Standards, the Career Clusters, and the A*S*K Institute, enabling this text to be identified by customers as adhering to district and state administrators' expectations.
  • Chapter content is presented in 2-4 lessons with reviews provided at point of use making learning more manageable for students.
  • Virtual Marketing offers specific information about how the Internet is changing traditional ways of marketing.
  • World View is a multi-cultural feature that discusses marketing techniques in the rest of the world.
  • Get the Message describes challenges, techniques, devices, and media used to convey product information to customers.
  • Judgment Call examines laws that control the marketing industry and ethical dilemmas faced by marketing professionals.
  • Figure This teaches mathematical concepts important for successful marketers.

About the Contributor

AUTHOR
  • James L. Burrow

    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.

Table of Contents

Social Media Unit.
1. Marketing Today and Tomorrow.
2. Socially Responsive Marketing.
3. Marketing Builds on Economics.
4. The Basics of Marketing.
5. Gathering and Using Marketing Information.
6. Marketing Starts with Customers.
7. Competition is Everywhere.
8. E-Commerce and Virtual Marketing.
9. Marketing Strategy Planning.
10. Begin With a New Product.
11. Services Need Marketing.
12. Business to Business Marketing.
13. Getting Products 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 Marketing Risks.
20. Marketing Requires Money.
21. Entrepreneurship and Marketing.
22. Take Control with Management.
23. Planning Your Marketing Career.
Math Review.
Glossary.
Index.

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