Applied Marketing
eBook - PDF

Applied Marketing

Daniel Padgett, Andrew Loos

  1. English
  2. PDF
  3. Available on iOS & Android
eBook - PDF

Applied Marketing

Daniel Padgett, Andrew Loos

Book details
Table of contents
Citations

About This Book

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.

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Information

Publisher
Wiley
Year
2023
ISBN
9781394163083
Edition
3
Topic
Business
Subtopic
Sales
Index
Business

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. About the Authors
  5. Preface
  6. Teaching and Learning Resources
  7. Acknowledgements
  8. Brief Contents
  9. Contents
  10. Chapter 1: What is Marketing?
  11. Chapter 2: Organizing and Planning for Marketing Strategy
  12. Chapter 3: The Marketing Environment
  13. Chapter 4: Customer Behavior
  14. Chapter 5: The Role of Research in Marketing
  15. Chapter 6: Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market
  16. Chapter 7: Applying the Marketing Mix
  17. Chapter 8: Delivering Products and Brands That Meet Customer Needs
  18. Chapter 9: Place Decisions and Customer Convenience
  19. Chapter 10: Managing Price and Customer Cost Perceptions
  20. Chapter 11: Using Group Promotion to Communicate with Customers
  21. Chapter 12: Using Personalized Promotion to Communicate with Customers
  22. Chapter 13: Encouraging Participation to Connect with Customers via Digital Marketing
  23. Chapter 14: Measuring Marketing Effectiveness Through Metrics:
  24. Chapter 15: Finalizing a Marketing Plan
  25. APPENDIX Developing an Integrated Marketing Mix
  26. GLOSSARY
  27. COMPANY INDEX
  28. SUBJECT INDEX
  29. EULA