Marketing: Theory, Evidence, Practice
A Paperback edition by Byron Sharp in English (Nov 1, 2017)
$105.96 + FREE delivery
Short Description: Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world.... Read more
Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illustrated by case studies and practitioner profiles, and gives students industry insight that will support them in their careers.
Providing an evidence-based introduction to marketing, this Australasian text focuses on marketing metrics, consumer behaviour and business buyer behaviour, as well as exploring the application of B2B marketing. It challenges traditional marketing theories and concepts, presenting a research-driven framework for understanding the marketing process.
This text is a comprehensive guide, with a full suite of lecturer resources, and provides the support and materials that you need to help create tomorrow's marketing professionals
Marketing Paperback edition by Byron Sharp
- Byron Sharp
- Oxford University Press Australia , OUP Australia and New Zealand
- Publication date
- Nov 1, 2017
- Edition Number 2; Revised
- Product dimensions
- 206 x 249 x 33mm
What Do Marketing Executives Do?Consumer Behaviour and Business Buyer BehaviourMeaningful Marketing MetricsMarket ResearchThe Marketing EnvironmentCustomer Segmentation and TargetingProduct (Goods and Services)Physical Availability, Retailing and ShoppingPricing and DiscountingSelling and Sales ManagementAdvertisingMedia DecisionsDeveloping and Implementing a Marketing PlanGlobal MarketingEthics and Social ResponsibilitySocial MarketingSocial Responsibility and Ethics