Applied Marketing

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.

Tomorrow's professionals need a practical, customer-centric understanding of marketing's role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 2nd Canadian Edition helps students learn practical, modern marketing concepts appropriate for the Principles of Marketing course by applying them to the latest business scenarios of relatable brands. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and it blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.

This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process.

Tomorrow's professionals need a practical, customer-centric understanding of marketing's role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 2nd Canadian Edition helps students learn practical, modern marketing concepts appropriate for the Principles of Marketing course by applying them to the latest business scenarios of relatable brands. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and it blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.

This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries. The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting.

Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions. The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics). Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner. TARGET AUDIENCE • MBA (Marketing) • Data Analysts • Management Development Programme

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers. Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.