Description

Book Synopsis


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

Applied Marketing

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    A Loose-leaf by Daniel Padgett, Andrew Loos

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      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 03/10/2023
      ISBN13: 9781394163069, 978-1394163069
      ISBN10: 1394163061
      Also in:
      Sales and marketing

      Description

      Book Synopsis


      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

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