
Essentials of Marketing
Grades: 9 - 12
Essentials of Marketing looks at the best of marketing where marketing practices meet target customer needs. This practical, research-based program emphasizes a marketing strategy planning approach to the introductory marketing course.
Essentials of Marketing (c) 2021 Online Student Edition, 1-year subscription
Program Details
Chapter One: Marketing’s Value to Consumers, Firms, and Society
Chapter Two: Marketing Strategy Planning
Chapter Three: Evaluating Opportunities in the Changing Market Environment
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning
Chapter Five: Final Consumers and Their Buying Behavior
Chapter Six: Business and Organizational Customers and Their Buying Behavior
Chapter Seven: Improving Decisions with Marketing Information
Chapter Eight: Elements of Product Planning for Goods and Services
Chapter Nine: Product Management and New-Product Development
Chapter Ten: Place and Development of Channel Systems
Chapter Eleven: Distribution Customer Service and Logistics
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning
Chapter Thirteen: Promotion—Introduction to Integrated Marketing Communications
Chapter Fourteen: Personal Selling and Customer Service
Chapter Fifteen: Advertising and Sales Promotion
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter Seventeen: Pricing Objectives and Policies
Chapter Eighteen: Price Setting in the Business World
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Social Studies
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IMPACT (K–5)
Actively Learn (3–12)
New Social Studies (6–12)
Networks (6–12)