Applied Marketing

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, 2nd 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 it 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.

ROCHELLE GRAYSON (MBA in Finance and Business Policy, University of Chicago) is an industry chair, program advisor, and instructor for the University of British Columbia's Sauder School of Business's Digital Transformation and Data and Marketing Analytics Programs. Rochelle was also the former department chair and Professor of Marketing at Langara College's School of Management. She holds a BA in German Literature from Swarthmore College as well as Six Sigma (Blackbelt) master certifications in Product Development Management and Business Facilitation.
Because Rochelle straddles the worlds of industry and academia, she teaches using a global, applied, and innovative approach. Rochelle has taught Canadian and international students ranging from high school through to executive education and has received the UBC John K. Friesen Excellence in Teaching award. She has introduced simulations and courses in digital marketing and social media to both Langara College and the University of British Columbia. Rochelle enjoys leveraging recent technological and business developments in her classes and is focused on preparing her students for the jobs of the future. Furthermore, as a trilingual, multicultural individual who has lived and worked in Africa, Europe, Latin America, and North America, Rochelle truly appreciates and brings a global perspective to her classrooms.

DANIEL (Dan) 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 non-business 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.

ANDREW LOOS is the co-founder of Attack! Marketing, an experiential marketing agency that has catapulted into the public's eye over the last 15 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 programs 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.