- 352 pages
- English
- PDF
- Available on iOS & Android
About this book
Applied Marketing is a concise product that provides the very latest examples of marketing techniques and campaigns from today, s business world without compromising on traditional theories of marketing. Marketing is about decision making and professors want material that will help students develop their critical thinking skills so they can think like a marketer and see that marketing is everywhere around them. Who better to develop such a product than a practitioner, Andrew Loos of Attack Marketing, and an academic, Daniel Padgett of Auburn University. Together these authors provide insights into what employers need, know the latest tools used by companies today and can help students smoothly move from the classroom to their careers. Applied Marketing connects traditional marketing with customer-perspective marketing, thus teaching students the value of allowing customers to feel more connected to the product, brand and company.
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Table of contents
- Cover
- Title Page
- Copyright
- About the Authors
- Preface
- Acknowledgements
- Brief Contents
- Contents
- 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 Distinguisha 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
- Glossary
- Company Index
- Subject Index
- EULA