Applied Marketing, 1st Edition
By Daniel Padgett and Andrew Loos
Applied Marketing is a streamlined new principles product that provides the very latest examples of marketing techniques and campaigns from today’s business world. These examples give students a clear picture of the principles needed to help formulate sound marketing decisions. Applied Marketing connects traditional marketing, (i.e. 4 P’s) with customer-perspective marketing. As a result, Padgett and Loos developed a unique C’s (customer) framework to connect to the P’s of marketing and added a 5th P/C :Participation/Connection. Content for this product is further enhanced by a suite of author created, student engaging, digital assets.
The next generation of WileyPLUS for Applied Marketing gives instructors the freedom and flexibility to tailor content and easily manage their course to keep students engaged and on track.
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Hear what author Andrew Loos has to say about this engaging new approach to applied marketing
Industry Expert and Author Concept Videos
Course content is delivered in a highly engaging and practical way through the use of videos. These include industry expert interview videos highlighting the experiences of marketing leaders and how their experiences relate to the content along with author concept videos recorded in a relaxed, conversational, roundtable style.
Case studies
Case studies are available for each chapter. In addition, a running case featuring This Bar Saves Lives™, applies the principles covered throughout the course to a single company allowing students to see multiple marketing strategies applied to the same product, and provides hands-on participation in the market plan development of a new product.
Company Field Trips
Application of marketing principles at select companies are highlighted through company tours.
- Classroom to Career Resources: All aspects of the course and supporting resources were created to bridge the gap between the classroom and careers. Career Center Resources include career coaching videos, tools to create an e-portfolio, and job/internship search resources.
- Author Concept Videos: Key concepts and examples for each learning objective are discussed by the authors via engaging conversations and stories. The author videos feature common FAQs students have when studying the material and focuses on classroom and career application.
- FAQ videos: Feature student’s top marketing questions answered directly by the authors.
- Industry Expert Interviews: A guest interview series with CEOs, thought leaders, brand executives, and agency leaders brings students varying perspectives of marketing from within different industries.
- Mini-Cases: Mini-cases in each chapter provide examples of what a campaign looks like in a real marketing agency.
- Running Case: A running case on This Bar Saves Lives™, provides access to real company intelligence linked to application exercises at the end of each section.
Features Include:
Daniel Padgett, Auburn University, earned his Ph.D. at Pennsylvania State University. Padgett has published in the Journal of Marketing, Journal of Marketing Research, Journal of Advertising, Journal of Interactive Marketing, Journal of Retailing, Journal of Current Issues andResearch in Advertising, Management International Review, Journal of Product and Brand Management, and Journal of Global Marketing, among others. He is on the editorial review boards of Psychology & Marketing and Marketing Education Review. He is a member of the American Marketing Association and the Society of Marketing Advances. Padgett has won teaching awards at the undergraduate and graduate levels. He is director of the College of Business summer internship programs in London, Dublin, and China. He has professional sales experience and has consulted with companies on topics such as sales compensation, sales forecasting, retailing, promotion strategy, marketing planning, and business development. He has trained marketing and sales managers in company-specific programs in the U.S. and internationally for Shanghai Jiao Tong University and the China Europe International Business School (CEIBS) in Shanghai and Ghana.
Andrew Loos co-founded Attack! Marketing in 2001 as an event marketing agency and over the past decade turned it into one of the top players in the wider experiential marketing space. His programs have pioneered market entry and brand dominance for companies such as Kellogg’s, Pepsi, Macy’s, Redbox, and T-Mobile. Today Attack! has four offices across the U.S. and serves global brands in marketing strategy, rebranding, new brand activation, and hyper-local immersion. As CEO, Loos contributes to the larger industry dialogue, and his expertise has been featured in Inc., Fast Company, Event Marketer, PROMO, Experiential Marketing Forum (where he is an advisory board member), and Chief Marketer. Loos has been a keynote speaker at major conferences, including Google’s “ForumCon” and Appalachian State University’s “Entrepreneur Week,” and recently shared his expertise in an interview with Adweek (). Loos’ recent publications include: Forbes, “Three Ways to Improve Communication with Clients”; Washington Post, “How Thinking Like a Big Company Can Help You Become One”; and Distilled (featured), “Brandopolis: How the World’s Biggest Brands Make Their Mark Online”.
1. What is Marketing
2. Marketing Strategy
3. The Marketing Environment
4. Customer Behavior
5. Research in Marketing
6. Segmentation, Targeting, and Positioning
7. Applying the Marketing Mix
8. Products, Brands, and Customer Needs
9. Place Decisions and Customer Convenience
10. Managing Price and Customer Cost Perceptions
11. Promoting 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