{"product_id":"applied-marketing-isbn-9781119690610","title":"Applied Marketing","description":"\u003cp\u003e\u003ci\u003eApplied Marketing, Second Edition\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eCo-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, \u003ci\u003eApplied Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e1 What Is Marketing?\u003c\/p\u003e \u003cp\u003e2 Organizing and Planning for Marketing Strategy\u003c\/p\u003e \u003cp\u003e3 The Marketing Environment\u003c\/p\u003e \u003cp\u003e4 Customer Behavior\u003c\/p\u003e \u003cp\u003e5 The Role of Research in Marketing\u003c\/p\u003e \u003cp\u003e6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market\u003c\/p\u003e \u003cp\u003e7 Applying the Marketing Mix\u003c\/p\u003e \u003cp\u003e8 Delivering Products and Brands That Meet Customer Needs\u003c\/p\u003e \u003cp\u003e9 Place Decisions and Customer Convenience\u003c\/p\u003e \u003cp\u003e10 Managing Price and Customer Cost Perceptions\u003c\/p\u003e \u003cp\u003e11 Using Promotion to Communicate with Customers\u003c\/p\u003e \u003cp\u003e12 Encouraging Participation to Connect with Customers\u003c\/p\u003e \u003cp\u003e13 Measuring Marketing Effectiveness Through Metrics\u003c\/p\u003e \u003cp\u003e14 Developing an Integrated Marketing Mix\u003c\/p\u003e \u003cp\u003e15 Finalizing a Marketing Plan\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988751859941,"sku":"NP9781119690610","price":111.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119690610.jpg?v=1761781450","url":"https:\/\/k12savings.com\/es\/products\/applied-marketing-isbn-9781119690610","provider":"K12savings","version":"1.0","type":"link"}