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Applied Marketing
Daniel Padgett, Andrew Loos
- English
- PDF
- Available on iOS & Android
Applied Marketing
Daniel Padgett, Andrew Loos
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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Table of contents
- Cover
- Title Page
- Copyright
- About the Authors
- Preface
- Teaching and Learning Resources
- Acknowledgements
- Brief Contents
- Contents
- Chapter 1: What is Marketing?
- Chapter 2: Organizing and Planning for Marketing Strategy
- Chapter 3: The Marketing Environment
- Chapter 4: Customer Behavior
- Chapter 5: The Role of Research in Marketing
- Chapter 6: Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market
- Chapter 7: Applying the Marketing Mix
- Chapter 8: Delivering Products and Brands That Meet Customer Needs
- Chapter 9: Place Decisions and Customer Convenience
- Chapter 10: Managing Price and Customer Cost Perceptions
- Chapter 11: Using Group Promotion to Communicate with Customers
- Chapter 12: Using Personalized Promotion to Communicate with Customers
- Chapter 13: Encouraging Participation to Connect with Customers via Digital Marketing
- Chapter 14: Measuring Marketing Effectiveness Through Metrics:
- Chapter 15: Finalizing a Marketing Plan
- APPENDIX Developing an Integrated Marketing Mix
- GLOSSARY
- COMPANY INDEX
- SUBJECT INDEX
- EULA