Applied Marketing

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.

Table of Contents:
Preface iv 1 What Is Marketing? 1 2 Organizing and Planning for Marketing Strategy 23 3 The Marketing Environment 43 4 Customer Behavior 63 5 The Role of Research in Marketing 88 6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market 117 7 Applying the Marketing Mix 146 8 Delivering Products and Brands That Meet Customer Needs 163 9 Place Decisions and Customer Convenience 188 10 Managing Price and Customer Cost Perceptions 212 11 Using Group Promotion to Communicate with Customers 242 12 Using Personalized Promotion to Communicate with Customers 266 13 Encouraging Participation to Connect with Customers via Digital Marketing 285 14 Measuring Marketing Effectiveness Through Metrics 312 15 Finalizing a Marketing Plan 340 Appendix Developing an Integrated Marketing Mix 358 Glossary 376 Company Index 384 Subject Index 387

About the Author :
DANIEL (DAN) PADGETT (Ph.D., Pennsylvania State University) is an Associate Professor of Marketing at the Raymond J. Harbert College of Business at Auburn University, Auburn, Alabama. Dan teaches Principles of Marketing in multiple formats (online, face-to-face, hybrid, intensive, etc.) to multiple audiences (marketing majors, business majors, business minors, and nonbusiness majors). He also teaches Marketing Strategy courses at the undergraduate and graduate/executive level and has won teaching awards at both levels. Dan is the director of the Harbert College of Business undergraduate summer study abroad programs in Rome and Madrid and co-director for consulting programs. ANDREW LOOS is the cofounder of Attack! Marketing, an experiential marketing agency that has catapulted into the public's eye over the last fifteen years for its groundbreaking work in the marketing and advertising space. As Attack!'s Chief Experience Officer, Andrew has made a name for himself helping create meaningful brand experiences and personal consumer connections by elevating brands through strategy, creative design, and thoughtful execution. Over the years he has built event marketing programs for clients such as Kellogg's, Pepsi, Redbox, T-Mobile, Nike, Lyft, and Samsung—helping them reach their goals and go beyond what is traditionally thought possible in the space.