Marketing essentials / Lois Schneider Farese.

Includes index.

Marketing is all around us -- Basic marketing concepts -- Our free enterprise system -- World economies -- Business and social responsibility -- The domestic marketplace -- The global marketplace -- Fundamentals of mathematics -- Communication skills -- Computer technology -- Interpersonal skills -- Management skills -- What is selling? -- The sales process -- Determining needs and product presentation -- Handling customer questions and objectives -- Closing the sale and following up -- Math for retail sales -- What is promotion? -- Advertising media -- Preparing print advertisements -- Visual merchandising and display -- Publicity and public relations -- Channels of distribution -- Physical distribution -- Stock handling and inventory control -- Purchasing and distribution math -- Price planning -- Pricing strategies -- Pricing math -- Marketing research -- Conducting marketing research -- What is product planning -- Branding, packaging, and labeling -- Extended product features -- What is entrepreneurship? -- Risk management -- Developing a business plan -- Financing the business -- Cheers in marketing -- Making your career decision -- Finding and applying for a job.