Applied Marketing, 2nd Canadian Edition
By Rochelle Grayson, Daniel Padgett, and Andrew Loos
The marketing professionals of tomorrow require a practical, customer-centric understanding of marketing’s valuable role in business to help organizations succeed. Applied Marketing, 2nd Canadian Edition helps students develop practical, applied, and authoritative marketing skills needed to execute strong and successful marketing tactics and strategies.
Students receive an insider’s view of marketing by bridging the gap between marketing principles as taught in the classroom, and marketing principles in practice. With a focus on active and engaging learning through resources such as an interactive marketing plan simulation, case-based application, real-world videos, and access to exclusive interviews with many top marketing brand leaders, students build important critical thinking and strategic thinking skills and learn how to apply core marketing principles to today’s business world.
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Integrate the Customer Experience Perspective to the Marketing Mix Framework
The extended marketing mix framework accommodates recent shifts in marketing thought and practice and adds the 4Cs (customer’s perspective) to the traditional 4 Ps framework, highlighting the customer experience and complementing the 4 Ps from the marketer’s perspective. In addition, a fifth P (Participation) and C (connection) has been added to reflect the increased practice of encouraging customers to participate in the marketing process to strengthen connections to products and brands.
Learn Marketing Concepts Efficiently
Interactive Application Exercises provide students with a business example and explore how the topic impacts businesses. Students work through concept-based and reflection questions to deepen their levels of understanding.
Adaptive Assignments ignite students’ confidence to persist so they can develop critical skills. By continuously adapting to each students’ needs and providing achievable goals with just-in-time instruction, Adaptive Assignments close knowledge gaps through scaffolded learning. Powered and refined by the Knewton Adaptive Engine, with more than 15 million users, this new assignment type gives instructors the flexibility and control to create targeted adaptive experiences that match their teaching preferences. With actionable analytics to support student and class intervention, Adaptive Assignments makes teaching and learning more efficient than ever.
Build Real-World Marketing and Critical Thinking Skills
The Interactive Marketing Plan is a running simulation that requires students to step into the role of a marketing intern. Each chapter explores common marketing scenarios and specific tasks associated with building a company marketing plan. This digital, interactive resource merges both data and real-world context, highlighting all of the intricacies of modern-day marketing decision-making. As the chapters progress, so do the mini simulations, building a holistic understanding of how a full marketing plan is developed.
Through a partnership with Marketplace Simulation, students have access to a comprehensive simulation option that complements the text. With over 1,000,000 Marketplace Live simulation users world-wide, students have a great opportunity to get hands-on with course concepts.
This Saves Lives (TSL) Running Case, integrated within each chapter, allows students to create a comprehensive marketing plan by seeing how the collection of marketing decisions links together. Running Case Videos complement the running case and features video interviews with the company’s founders to help bring the marketing initiatives to life.
Mini cases and exercises provide hands-on application of marketing concepts, build individual skills, increase retention, and give students an opportunity to apply what they’ve learned to make marketing decisions. These mini cases feature interesting and relatable companies and charities such as FTX, Blanka, Canada’s Future Cannabis Market, Planet Pantry: A Sustainable Store for Winnipeg, and Indigenous “Hope in the Darkness – Walk for Youth Mental Health.”
Incorporate Video-Based Learning
Industry Expert Interviews feature CEOs, thought leaders, brand executives, and agency leaders sharing their various perspectives of marketing from within different industries. Some Canadian-specific examples include Big Brothers Big Sisters Toronto, Mindbeacon, Moon Under Water Brewery and Pub, Socially Active, Computers for Schools, and Sunflower Media.
Company Field Trip Videos provide a virtual company field trip experience to Maple Leaf Sports & Entertainment (MLSE) and MLSE Launchpad, Trend Hunter, Influence Marketing, and ZipCar. These videos give students a unique insiders perspective into how some of the hottest and most influential marketing groups work.
Recent Graduate Career Tip Videos highlight recent graduates working in various marketing careers offering students tips and advice on topics such as career paths, important professional skills, and preparing for the workplace.
FAQ Videos feature the authors answering students’ top and most common marketing questions.
Develop Key Data Analytics Skills
Applied Metrics Exercises, integrated within each chapter, present students with a marketing scenario as well as a description of a commonly used metric. Students are tasked with applying the metric to learn how to make an informed business decision. In addition, there is a unique Chapter 14 on Measuring Marketing Effectiveness Through Metrics that dives into marketing data analytics in more detail.
Developed in partnership with the Business-Higher Education Forum (BHEF), the Data and Analytics Business Module develops the data analytics knowledge students need to understand why data analytics is important and how it’s changing the workforce. Students work through interactive bite-sized lessons, case studies, real data sets, videos, articles, and auto-graded quizzes to ensure they develop a strong understanding of the key areas and topics related to data analytics.
Incorporate Cutting-Edge Topics
Introduce your students to ESG in the business context with the WileyPLUS ESG Module, designed to help students understand what ESG is, why it’s important, and how it’s changing the modern accounting and business world. Students work through each pillar of ESG through lessons on Environment, Social, Governance, and Reporting, along with relatable business scenarios with recognizable companies, access to real-world sample reports, and assignable quiz questions.
What’s New to the 2nd Canadian Edition
- New Interactive Marketing Plan running simulation requires students to step into the role of a marketing intern and build a company marketing plan.
- New interactive eTextbook experience provides in-line practice at the point of learning to encourage students to check their understanding after each learning objective and get active in their reading experience.
- New WileyPLUS ESG Module to expose students to one of the leading topics changing accounting and business practices in industry. Students work through lessons on each pillar of ESG, which include relatable business scenarios with recognizable companies, access to real-world sample reports, and assignable quiz questions.
Content Changes
- New Ethical Dilemma Feature presents an ethical decision context for discussion in class, homework, or online assignments. While ethical considerations are included throughout the text, this feature allows instructors to highlight the role ethics plays in marketing practice within each chapter.
- New Applied Metrics Exercises present students with a marketing scenario as well as a description of a commonly used metric, and they are tasked with applying the metric to learn how to make an informed business decision.
- Additional mini cases have been added to several chapters to allow additional opportunities for students to apply course concepts to real-world marketing practices.
- Updated examples throughout the text emphasize post-COVID-19 pandemic marketing practices (stockouts, shifts in online purchasing, etc.) as well as increased social and digital industry emphasis (TikTok, Steam, Zoom, Google Analytics 4, etc.).
Rochelle Grayson, MBA 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 FlashCommerce.com, 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.
Daniel Padgett, Ph.D., 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.
Dan believes the classroom should be connected to industry, integrating his work with businesses and managers into his teaching. He consults with companies on topics such as sales compensation, retailing, promotion strategy, marketing planning and implementation, and business development. In addition, he has international experience training marketing and sales managers, particularly in China, having taught executive programs on sales management and marketing strategy for the China Europe International Business School (CEIBS) in Shanghai and Ghana, Shanghai Jiao Tong University, and the Nordic International Management Institute.
Dan’s research also influences his teaching. His research interests include promotion strategy, pricing, services marketing, and international marketing. His research has been 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 Business Research, Journal of Marketing Education, Marketing Education Review, and Journal of Consumer Marketing, among others. He is on the editorial review boards of Psychology & Marketing and the Journal of Business Research and has also served as a reviewer for textbooks in services marketing, marketing management, and business-to-business marketing. He is currently a member of the American Marketing Association and the Society for Marketing Advances.
When he is not teaching, traveling abroad with his study-abroad programs, or working on research, Dan enjoys spending time with his wife of over 30 years, Lisa, and his three sons Nathan, Mitchell, and Daniel (all Auburn University graduates). The family likes to travel, especially internationally when possible, and in a typical year Dan spends between three and four months abroad.
Andrew Loos has always believed that marketing is about conversations and that learning should be about experiences. After 25 years in the marketing space, he also knows that it’s people who will always be the best medium to impart knowledge and influence purchase decisions.
Early in his career, Andrew noticed most companies struggled to humanize their brand and effectively interact face-to-face with their target consumer. This led him to start Attack!, a field marketing agency designed initially to deploy brand ambassadors who embodied the products they were promoting. Andrew now runs the LA-based experiential marketing agency, Honor and Impact, which specializes in live consumer experiences, brand creative and strategic marketing services.
His success in the marketing industry, paired with author credits on John Wiley and Sons’, Applied Marketing and You Got This! business series, immersed Andrew in the world of higher education where he sees a very similar challenge: classrooms struggling to integrate experiential learning into a student’s academic journey. He believes that students achieve mastery of a skill faster when they have the opportunity to see and practice real world scenarios at the higher education level.
Sharing solutions with others in the marketing industry and academia is what Andrew loves most. Outside of work, he dedicates part of his time to speaking, mentoring, and consulting in the spirit of scholarship, and the free exchange of ideas within the business space.
Andrew grew up in Kansas City but has had his feet in the Southern California sand for the past 24 years. He resides in the South Pasadena area of Los Angeles with his two smart, creative and kind sons, Tyler and Cameron, who consistently beat him in chess, tennis, and any game on the Nintendo Switch.
When he is not rolling up his sleeves at Attack!, giving talks, or planning new brand campaigns, you’ll find Andrew featured in publications like Adweek: “Attacking Experiential,” Fast Company: “Get Your Team Thinking Creatively Again,” Forbes: “Three Ways to Improve Communication with Clients,” Washington Post: “How Thinking Like a Big Company Can Help You Become One,” and Inc.: “Best Advice I Ever Got.”
Chapter 1: What Is Marketing? Chapter 2: Organizing and Planning for Marketing Strategy Chapter 3: The Marketing Environment Chapter 4: Customer Behaviour Chapter 5: The Role of Research in Marketing Chapter 6: Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market Chapter 7: Applying the Marketing Mix Chapter 8: Delivering Products and Brands That Meet Customer Needs Chapter 9: Place Decisions and Customer Convenience Chapter 10: Managing Price and Customer Cost Perceptions Chapter 11: Using Group Promotion to Communicate with Customers Chapter 12: Using Personalized Promotion to Communicate with Customers Chapter 13: Encouraging Participation to Connect with Customers Chapter 14: Measuring Marketing Effectiveness Through Metrics Chapter 15: Finalizing a Marketing Plan Appendix A: Developing an Integrated Marketing Mix