Applied Marketing

Applied Marketing, Second 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 approach by 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. To help students apply their learning and develop analytical skills, Applied Marketing devotes an entire introductory-level chapter to marketing metrics (Ch. 13) and integrates innovative, current, and highly engaging cases - including a continuing case on the socially conscious company This Saves Lives.

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