Applied Marketing, 4th Edition is a comprehensive yet concise marketing course, designed from the ground up to be applied, practical, and authoritative. The 4th Edition bridges the gap between marketing principles taught in the classroom and those same principles as applied by marketing professionals.

Applied. Students don't just learn marketing concepts; they practice them. Exclusive interviews with today's top marketing and brand leaders, virtual company field trips, a chapter-by-chapter running case following a real company's marketing strategy, mini cases featuring relevant brands, and Interactive Marketing Plan experiential assignment all put students inside the profession through active, experiential learning.

Practical. A streamlined 15-chapter framework covers only what employers say matters most, six to seven chapters shorter than most principles of marketing texts, with richer content and a deliberate focus on current marketing practice, including digital strategy, AI integration across key marketing functions, and measurement through metrics.

Authoritative. The author team pairs a seasoned marketing academic with an active experiential marketing agency owner, creating an integrated perspective that no single-author text can match.

WileyPLUS delivers a fully integrated digital experience, combining the eTextbook, adaptive practice, experiential activities, and assignable resources in one seamless platform accessible from any device.