Applied Marketing 2e

Book Cover

Applied Marketing, 2nd Edition

By Daniel Padgett and Andrew Loos

$69  USD

Applied Marketing, Second Edition is a comprehensive yet concise modern marketing course that blends solid academic theory with practitioner experience to help students master the core concepts, develop a practical understanding of how to apply marketing principles, and gain perspective on how top marketers operate in today’s business world.

Co-authors Daniel Padgett, an academic, and Andrew Loos, a practitioner, blend solid academic theory and agency-owner experience to offer students an insider’s view of marketing by bridging the gap between marketing principles taught in the classroom and those same principles as applied by business professionals. Taking a student-centric approach by using digital assets to teach students, as well as having students use digital resources for learning, encourages students to develop their critical-thinking skills by applying core concepts to real-world scenarios. To help students apply their learning and develop analytical skills, Applied Marketing devotes an entire introductory-level chapter to marketing metrics (Ch. 13) and integrates innovative, current, and highly engaging cases – including a continuing case on the socially conscious company This Saves Lives.

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Hear from our Authors

Author 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:

  • Company Field Trips give an inside look at how some of the best marketing teams in the country operate.
  • Industry Expert Videos provide students first-hand knowledge and experiences that bring key concepts to life.
  • Recent Grad Videos include stories that reflect early career experiences.
  • FAQ Videos feature the authors answering students’ top marketing questions.

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.

What’s New

  • New Videos!
    • Seven New Industry Expert Videos feature guest interviews with CEOs, thought leaders, brand executives, and agency leaders and bring students varying perspectives of marketing from within different industries.
    • A New Company Field Trip Video takes students on a journey through a company tour, highlighting relevant marketing principles and how they apply to each organization.
    • Three New Career Tips from a Recent Graduate Videos have been added to the Classroom to Career Resources.
  • New 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.
  • New Whiteboard Explainers cover the Marketing Mix and Principles of Marketing Through Social Media.
  • New concept based mini simulations help students learn key concepts in an engaging, scenario-based format. Each simulation has four exercises.
  • New 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!

Daniel Padgett (PhD, Pennsylvania State University) is 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 Busi- ness 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 Au- burn 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 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 pro- grams 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.

With memberships in different organizations such as the Experiential Marketing Forum (advisory board member and chief marketer); the Young Entrepreneur Council (member), and the One Show Advertising Awards (jury member), Andrew sees his affiliations as platforms for connecting with like-minded individuals in the industry to share insights, lessons, and practices and to start conversations that move people and numbers so that everyone, including new entrepreneurs and businesses alike, can be successful.

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.”

Born in Lincoln, Nebraska, raised in Shawnee, Kansas (your Wizard of Oz joke here), and an alum of The University of Kansas, Andrew now lives in sunny Los Angeles, California, with his two sons, Tyler and Cameron, whom he loves, adores, and loses at checkers to more often than he’d like.

1. What Is Marketing?
2. Organizing and Planning for Marketing Strategy
3. The Marketing Environment
4. Customer Behavior
5. The Role of Research in Marketing
6. Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market
7. Applying the Marketing Mix
8. Delivering Products and Brands That Meet Customer Need
9. Place Decisions and Customer Convenience
10. Managing Price and Customer Cost Perceptions
11. Using Promotion 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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