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Full Description
Applied Marketing, 3rd Edition is a comprehensive yet concise modern marketing course that blends solid academic theory with practitioner experience to help students master the core concepts, develop a practical understanding of how to apply marketing principles, and gain perspective on how top marketers operate in today's business world. Co-authors Dan Padgett, an academic, and Andrew Loos, a practitioner,blend solid academic theory and agency-owner experience to offer students an insider's view of marketing by bridging the gap between marketing principles taught in the classroom and those same principles as applied by business professionals. Taking a student-centric approachby using digital assets to teach students, as well as having students use digital resources for learning, encourages students to develop their critical-thinking skills by applying core concepts to real-world scenarios.
Contents
Preface iv
1 What Is Marketing? 1
2 Organizing and Planning for Marketing Strategy 23
3 The Marketing Environment 43
4 Customer Behavior 63
5 The Role of Research in Marketing 88
6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market 117
7 Applying the Marketing Mix 146
8 Delivering Products and Brands That Meet Customer Needs 163
9 Place Decisions and Customer Convenience 188
10 Managing Price and Customer Cost Perceptions 212
11 Using Group Promotion to Communicate with Customers 242
12 Using Personalized Promotion to Communicate with Customers 266
13 Encouraging Participation to Connect with Customers via Digital Marketing 285
14 Measuring Marketing Effectiveness Through Metrics 312
15 Finalizing a Marketing Plan 340
Appendix Developing an Integrated Marketing Mix 358
Glossary 376
Company Index 384
Subject Index 387
