Applied Marketing
John Wiley & Sons Inc (Verlag)
978-1-394-16306-9 (ISBN)
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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.
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
Erscheint lt. Verlag | 24.10.2023 |
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Verlagsort | New York |
Sprache | englisch |
Maße | 208 x 274 mm |
Gewicht | 816 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-394-16306-1 / 1394163061 |
ISBN-13 | 978-1-394-16306-9 / 9781394163069 |
Zustand | Neuware |
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