Marketing Dynamics, 5th Edition

Marketing Dynamics provides a well-rounded introduction to the marketing mix, including the four Ps—product, price, place, and promotion, as well as a foundation in related economic and business principles. New chapters on social media marketing and the marketing pitch better prepare students for the realities of a fast-paced career in business, while other essential topics in marketing research, targeting a market, and entrepreneurship are also included. This text reveals how marketing concepts relate to many of the current companies and products students are exposed to each day. This edition has been updated to include current examples of marketing campaigns, businesses, and offers even more hands-on practice with new problem-based learning activities where students step into the role of a marketer to make business decisions.

• Building the Marketing Plan projects at the end of each unit provides a hands-on learning experience that builds throughout the text. 
• DECA Emerging Leaders activities provide first-hand opportunities for students to prepare for college and careers.
• Portfolio Development activities guide students to create a personal portfolio for use when exploring volunteer, education and training, or career opportunities.
• This title is correlated to three industry-recognized credentials offered by YouScience® Industry Certifications: Introduction to Marketing, Marketing I, and Marketing II exams.

Would you like to add Professional Development to your program? PD deepens teacher knowledge, develops new skills, and improves student outcomes. Take a look at the new PD opportunities from G-W.

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Text 978-1-68584-314-4	704	978-1-68584-314-4	$152.00*
Marketing Dynamics provides a well-rounded introduction to the marketing mix, including the four Ps—product, price, place, and promotion, as well as a foundation in related economic and business principles. New chapters on social media marketing and the marketing pitch better prepare students for the realities of a fast-paced career in business, while other essential topics in marketing research, targeting a market, and entrepreneurship are also included. This text reveals how marketing concepts relate to many of the current companies and products students are exposed to each day. This edition has been updated to include current examples of marketing campaigns, businesses, and offers even more hands-on practice with new problem-based learning activities where students step into the role of a marketer to make business decisions.
*Qualified schools may be eligible for a 25% discount.

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*Qualified schools may be eligible for a 25% discount.

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Table of Contents

Unit 1: Marketing Dynamics

Chapter 1: Introduction to Marketing
Chapter 2: Marketing Plan
Chapter 3: Targeting a Market

Unit 2: Business and Our Society

Chapter 4: Business Basics
Chapter 5: Ethics and Social Responsibility

Unit 3: Economics

Chapter 6: Economic Principles
Chapter 7: Economic Activity
Chapter 8: Global Trade

Unit 4: Management

Chapter 9: Business Management
Chapter 10: Risk Management

Unit 5: Marketing-Information Management

Chapter 11: Marketing Research
Chapter 12: Understanding the Customer

Unit 6: Marketing Mix: Product

Chapter 13: Product
Chapter 14: Branding

Unit 7: Marketing Mix: Price

Chapter 15: Price
Chapter 16: Pricing Product

Unit 8: Marketing Mix: Place

Chapter 17: Place
Chapter 18: Purchasing and Inventory

Unit 9: Marketing Mix: Promotion

Chapter 19: Promotion
Chapter 20: Advertising
Chapter 21: Social Media Marketing
Chapter 22: Visual Merchandising and Display
Chapter 23: Personal Selling

Unit 10: Essential Marketing Skills

Chapter 24: Marketing Communications
Chapter 25: The Marketing Pitch

Unit 11: Entrepreneurship

Chapter 26: Fundamentals of Entrepreneurship
Chapter 27: Building a Business

Unit 12: Preparing for the Future

Chapter 28: Planning for Success
Chapter 29: Planning for Your Career

Look Inside

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Text

Front Matter (PDF, 2.22 MB)

Chapter 3 (PDF, 1.78 MB)

Chapter 11 (PDF, 2.12 MB)

Brochure

View Brochure (PDF, 3.08 MB)

Correlations

A*S*K Institute

MBA Research: A*S*K Certification Exam: Fundamental Marketing Concepts (PDF, 717.05 KB)

Alabama

Alabama Course of Study Marketing Course: Marketing Principles (PDF, 459.36 KB)

California

California Marketing, Sales, and Services: Marketing Pathway (PDF, 399.52 KB)

Florida

Florida Department of Education Course: Marketing Essentials (8827110) (PDF, 233.43 KB)

Georgia

Marketing Management - Course Number 08.44200 (PDF, 375.64 KB)

Marketing Principles - Course Number 08.47400 (PDF, 383.83 KB)

NOCTI Correlations

NOCTI Fundamental Marketing Concepts (PDF, 294.87 KB)

NOCTI Retail Merchandising (PDF, 429.99 KB)

NOCTI Sales, Distribution, and Marketing Operations (PA) (PDF, 450.08 KB)

North Carolina

North Carolina Department of Education Course: Marketing (PDF, 358.83 KB)

Tennessee

Tennessee Department of Education Course: Marketing and Management I: Principles (PDF, 445.47 KB)

YouScience® Industry Certifications

YouScience® Industry Certifications Marketing Fundamentals (PDF, 515.88 KB)

YouScience® Industry Certifications Marketing I (PDF, 547.16 KB)

YouScience® Industry Certifications Marketing II (PDF, 444.57 KB)

About the Author(s)

Cindy Quinlan - Cindy Quinlan, EdS, is a CTAE Department Chair, Entrepreneurship teacher, and Work-Based Learning Coordinator for Gwinnett County Public Schools (GCPS) in Georgia. During her time with GCPS, Quinlan founded the Brookwood Integrated Entrepreneurship Program where students launch a real business while simultaneously earning their core Language Arts course credit. The program’s success has been showcased in multiple outlets including Education Talk Radio, American School Board Journal, and ACTE Techniques Magazine. Outside of the classroom, Quinlan served as a lead instructor for the nonprofit organization, Real LEDGE, whose mission is to advance and promote economic development opportunities through entrepreneurship education. She has led numerous entrepreneurship education trainings, including two international workshops in both Honduras and Bulgaria. Additionally, she has served as a consultant for educators across the United States as well as Canada, China, Costa Rica, Greece, Finland, and Norway. For her work, Quinlan became a member of the University of Georgia's 40 under 40 Class of 2019 and the University of Georgia College of Education Outstanding Alumni in 2017. She is also a recipient of the Freedoms Foundation Leavey Award in 2016 and was named the 2016 ACTE National Teacher of the Year.

Brenda Clark - was a retired CTE director, marketing instructor, SBE advisor, and DECA advisor for Jenison, Michigan Public Schools. She was named Marketing Teacher of the Year at state and national levels. She served as the Professional Development Manager for MBA Research and Curriculum Center and was the co-author of Marketing Dynamics and Entrepreneurship. Brenda’s marketing program was named Business of the Year by the Jenison Chamber of Commerce. Two of her marketing department’s school-based enterprises have earned numerous Gold Certifications. She earned a bachelor degree in marketing education, a master degree in educational leadership, and an EdD in educational leadership with a concentration in career and technical education from Western Michigan University.

Cynthia Gendall Basteri - is currently Director of Community Services for Tewksbury Public Schools, Massachusetts. Previously, she taught marketing for 26 years. In addition to serving as a Competitive Events Director at the district, state, and national levels, she served on DECA's National Task Force for Competitive Events and the Secondary Program Advisory Council. She earned both her bachelor's degree in Mathematics and master's degree in Occupational Education/Administration from Fitchburg State College and received a doctorate degree from Nova Southeastern University.

Chris Gassen - is the principal of an investment firm and was formerly an equity mutual fund manager, financial analyst, accountant, and college instructor. Chris writes educational materials and business valuations. He holds a master of business administration degree with a concentration in finance from Indiana University and a bachelor of science degree in management from Oakland University. He is a Chartered Financial Analyst (CFA) and served as a grader for the national CFA exam.

Michelle Walker - is the owner of Trebla Consulting, LLC. Prior to founding Trebla Consulting, Michelle was director of education at DECA Inc., where she used diverse professional development engagement strategies to expand and strengthen the performance of 5,900 teachers and managers in the high school and collegiate divisions. She previously worked with a variety of education, nonprofit and private organizations including Texas Education Agency, University of North Texas and Walker Consulting. Walker has a doctor of philosophy degree in applied technology, training and development from the University of North Texas. She also taught marketing education and was a DECA advisor in the Dallas Independent School District.