Book Details
| Print ISBN | 9781119690610 |
| eText ISBN | 9781119690566 |
| Publisher | Wiley |
| Publishing Year | 2020 |
| Edition | 2nd Edition |
| Language | English |
Applied Marketing, 2nd Edition, is a textbook designed to help students connect core marketing principles with real-world business scenarios. Written by Daniel Padgett and Andrew Loos, the volume combines academic foundations with industry background to support both conceptual knowledge and practical skills.
The text introduces key analytical and strategic topics, addressing the marketing environment, customer behavior, and marketing research. It also explores how organizations distinguish brands through segmentation, targeting, and positioning, alongside fundamental marketing mix decisions such as product delivery and pricing.
Created to link classroom study to career preparation, the 2020 edition features a running case study that tracks multiple marketing strategies applied to the same product, enriched by professional insights from well-known companies.
Table of 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 Promotion to Communicate with Customers
Chapter 12: Encouraging Participation to Connect with Customers
Chapter 13: Measuring Marketing Effectiveness Through Metrics
Chapter 14: Developing an Integrated Marketing Mix
Chapter 15: Finalizing a Marketing Plan
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