Applied Marketing 1e

Book Cover

Applied Marketing, 1st Canadian Edition

By Rochelle Grayson, Daniel Padgett, and Andrew Loos

$89  CAN

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, 1st 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 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.

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Hear from our Authors

Author Concept Podcasts:

Key concepts and examples for each learning objective in each chapter are discussed by the authors via engaging conversations and stories, 72 in all.

Using original videos created specifically for this course, students see marketing come to life and get a deeper understanding of how it drives innovation in today’s business world. Examples of videos include:

Running Case Videos:

A running case at the end of each chapter on This Saves Lives (TSL) provides access to real company intelligence linked to application exercises at the end of each section. Video interviews with the company’s founders help bring the marketing initiatives to life.

Concept based mini simulations help students learn key concepts in an engaging and scenario-based format. Each simulation has four exercises.


  • Adaptive Practice is a powerful learning tool that offers unlimited, dynamic drill and practice focused on conceptual material with immediate feedback, ensuring students are building their confidence and understanding of course material.
  • Pre-Built Course is a ready-to-use WileyPLUS course, with all the assignments, videos, and activities hand-selected from our author team. Whether used as-is, or customized to your preferences, this course will feature the best of the best in WileyPLUS and save you time in the process!
  • Partnership with Marketplace Simulation provides a comprehensive simulation option for instructors who want to combine a simulation with the text.
  • Narrated PowerPoints provide students with another study tool that has additional examples and stories that reinforce key concepts.
  • Current and fresh content provides students real-world perspectives and applications of marketing. With a whole chapter (Chapter 12) dedicated to Digital Marketing (including topics on Facebook Manager and Google Analytics) and Wiley’s Marketing Weekly Update site (, students will be provided with the latest real-world news and topics affecting marketing from within different industries.

ROCHELLE GRAYSON (MBA in Finance and Business Policy, University of Chicago) is the Industry Chair, Program Advisor, and an Instructor for the University of British Columbia’s Sauder School of Business Digital Leadership and Social Media Programs. She is also the Chair and Professor of Marketing at Langara College’s School of Management. Rochelle holds a BA in German Literature from Swarthmore College, as well as Six Sigma (Blackbelt) Master Certifications in Product Development Management and Business Facilitation. Rochelle has led and launched numerous innovative digital initiatives, working with a combination of both large and small companies. Rochelle is the Co-founder of ArtSites, a digital marketing firm for visual artists, and was President of Work at Play, a digital agency focused on community building and digital content monetization for large US entertainment companies such as MTV, Mattel, and Warner Brothers. Rochelle was also President of OBehave! Entertainment, an early mobile social networking company, Co-Founder of Elastic Entertainment, a digital media entertainment company, Chief Business Agilist with Agile Business Strategies, CEO and co-founder of FlashLog, an early blogging and newsletter management system, Chief Blogger of, Founder of The Media Mavens podcast, and Founder of VidCamp: a media 2.0 unConference. Rochelle currently sits on the Board of the Canadian Association for the Advancement of Women and Sport and Physical Activity (CAAWS), and previously, sat on Boards for the Canadian Internet Registration Authority, Canadian Women in Communications, Women in Film and Television (Vancouver and Germany), Computers for Schools, and New Media BC.

Dr. Daniel Padgett, Auburn University (PhD, Pennsylvania State University) Dr. 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 and Research 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. Dr. 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 USA and internationally for Shanghai Jiao Tong University and the China Europe International Business School (CEIBS) in Shanghai and Ghana.

Andrew Loos, Attack! Marketing Mr. Loos co-founded Attack! Marketing in 2001 as an event marketing agency and over the past twos decades 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, Mr. 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. Mr. 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 ( Mr. 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

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