Marketing Applications

In this book, we will present an overview of some applications of marketing strategies, as well as analyses of operational tasks, tools and dynamics affecting marketing performance. The possibility of getting deeply into some practical applications will give the reader the chance to explore, enhance and even challenge the concepts upon which marketing flourishes. The dynamics of marketing practices and their manners of adaptation to different scenarios will guide the reader through the development of a personal marketing approach, building upon the basic knowledge presented in the first part of the book. The goal is to show the reader what can be done with marketing and how its practices can shape a business to make it more successful. This book wants to be a tool for the reader to envision a marketing path to follow to develop own capabilities and business approach. Addressing some of the traditional and more modern used tools, the book makes the reader in the position of fully grasping the thread linking the variety of pieces that compose the marketing puzzle.