Applied Marketing

by Padgett, Daniel; Loos, Andrew

• ISBN13: 9781119690610
• ISBN10: 1119690617
• Edition: 2nd
• Format: Loose-leaf
• Copyright: 2021-05-03
• Publisher: Wiley

Summary

Applied Marketing, 2e combines solid academic theory and practitioner experience to help students master the core concepts, gain experience applying marketing principles, and understand how top marketers operate in today's business world. By bridging the gap between marketing principles taught in the classroom and those applied by business professionals, Dan Padgett and Andrew Loos, an academic and an agency owner, offer students an insider's perspective on marketing principles.

In addition, this course promotes student-centered learning with an entire chapter dedicated to marketing metrics (Chapter 13) and integrates a continuing case study on a socially conscious company, This Saves Lives, to help students apply their knowledge and develop their critical thinking skills.

Table of Contents

1 What Is Marketing?  

2 Organizing and Planning for Marketing Strategy   

3 The Marketing Environment  

4 Customer Behavior  

5 The Role of Research in Marketing  

6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market  

7 Applying the Marketing Mix  

8 Delivering Products and Brands That Meet Customer Needs  

9 Place Decisions and Customer Convenience  

10 Managing Price and Customer Cost Perceptions  

11 Using Promotion to Communicate with Customers  

12 Encouraging Participation to Connect with Customers  

13 Measuring Marketing Effectiveness Through Metrics  

14 Developing an Integrated Marketing Mix  

15 Finalizing a Marketing Plan