{"product_id":"applied-marketing-9781394163069","title":"Applied Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface iv\u003c\/p\u003e \u003cp\u003e1 What Is Marketing? 1\u003c\/p\u003e \u003cp\u003e2 Organizing and Planning for Marketing Strategy 23\u003c\/p\u003e \u003cp\u003e3 The Marketing Environment 43\u003c\/p\u003e \u003cp\u003e4 Customer Behavior 63\u003c\/p\u003e \u003cp\u003e5 The Role of Research in Marketing 88\u003c\/p\u003e \u003cp\u003e6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market 117\u003c\/p\u003e \u003cp\u003e7 Applying the Marketing Mix 146\u003c\/p\u003e \u003cp\u003e8 Delivering Products and Brands That Meet Customer Needs 163\u003c\/p\u003e \u003cp\u003e9 Place Decisions and Customer Convenience 188\u003c\/p\u003e \u003cp\u003e10 Managing Price and Customer Cost Perceptions 212\u003c\/p\u003e \u003cp\u003e11 Using Group Promotion to Communicate with Customers 242\u003c\/p\u003e \u003cp\u003e12 Using Personalized Promotion to Communicate with Customers 266\u003c\/p\u003e \u003cp\u003e13 Encouraging Participation to Connect with Customers via Digital Marketing 285\u003c\/p\u003e \u003cp\u003e14 Measuring Marketing Effectiveness Through Metrics 312\u003c\/p\u003e \u003cp\u003e15 Finalizing a Marketing Plan 340\u003c\/p\u003e \u003cp\u003eAppendix Developing an Integrated Marketing Mix 358\u003c\/p\u003e \u003cp\u003eGlossary 376\u003c\/p\u003e \u003cp\u003eCompany Index 384\u003c\/p\u003e \u003cp\u003eSubject Index 387\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49529238749527,"sku":"9781394163069","price":128.66,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/applied-marketing-9781394163069","provider":"Book Curl","version":"1.0","type":"link"}