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Marketing: Theory, Evidence, Practice Paperback – 1 November 2017

by Sharp (Author)
4.6 out of 5 stars 33 ratings
Edition: 2nd
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TODAY’S STUDENTS - TOMORROW’S PROFESSIONALSMarketing: 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.NEW TO THIS EDITIONNew chapter: Selling and Sales Management Focuses on the importance of personal selling, B2B selling, key account management, personal selling within consumer markets, call centres, sales management, the strategic role of personal selling, the impact of social media and ethics in sellingNew chapter: Developing and Implementing a Marketing Plan Covers the role and benefits of marketing planning, when marketing planning occurs, the marketing planning process, key observations on marketing planning, market selection and marketing objective setting and what design brings to strategic marketing and planningNew chapter: Social Marketing Focuses on the application of social marketing, application at brand and category level, segmentation and targeting, effective social marketing campaigns and the evaluation of social marketingRevised chapter: The Marketing Environment Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental changeUpdated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)Updated and new practitioner profiles
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  1. ISBN-10
    0195590295
  2. ISBN-13
    978-0195590296
  3. Edition
    2nd
  4. Publisher
    Oxford University Press ANZ
  5. Publication date
    1 November 2017
  6. Language
    English
  7. Dimensions
    24.64 x 3.3 x 20.83 cm
  8. Print length
    832 pages
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Product description

Book Description

Tells the story of marketing, its theories, concepts, and real life applications with a realistic overview of the marketing world.

About the Author

Professor Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Product details

  • Publisher ‏ : ‎ Oxford University Press ANZ; 2nd edition (1 November 2017)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 832 pages
  • ISBN-10 ‏ : ‎ 0195590295
  • ISBN-13 ‏ : ‎ 978-0195590296
  • Dimensions ‏ : ‎ 24.64 x 3.3 x 20.83 cm
  • Customer Reviews:
    4.6 out of 5 stars 33 ratings

About the author

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Byron Sharp

Byron Sharp

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Professor of Marketing Science

Director of the Ehrenberg-Bass Institute, University of South Australia.

Byron was born in New Zealand and did his undergraduate marketing degree at Auckland University. He worked in Australia for several years before becoming marketing manager of the University of South Australia's consulting and technology transfer company. That's how he fell into academia completing a Masters by Research and then PhD in marketing.

He is the founding director of the Ehrenberg-Bass Institute, where a team of 50+ university marketing scientists work on discovering law-like patterns in buyer behaviour and brand performance. The Ehrenberg-Bass Institute is sponsored by the HQs of companies such as Boston Beer, CVS Health, Danone, Lindt, Linkedin, Mars, Red Bull, and Unilever.

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4.6 out of 5 stars
33 global ratings

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Top reviews from Australia

There are 0 reviews and 6 ratings from Australia

Top reviews from other countries

  • mayank sohar
    5.0 out of 5 stars Damn good!
    Reviewed in India on 12 August 2019
    Verified Purchase
    A book not marketer or a student of marketing should miss out on.
    Report
  • Maria
    5.0 out of 5 stars Very good book
    Reviewed in Germany on 2 July 2023
    Verified Purchase
    Very good book. I bought it second-hand and it was as good as new.
    Report
  • Awesome.s
    5.0 out of 5 stars very good
    Reviewed in the United States on 14 June 2020
    Verified Purchase
    I got it new and very good. thank you.
    Report
  • Ian Morrison
    5.0 out of 5 stars Forget Kotler
    Reviewed in Canada on 16 September 2024
    Verified Purchase
    The lack of data in Kotler is more than covered in Sharp. Data driven marketing....what a concept. I've been in Marketing and Advertising for 45 years. This book at the beginning of my career would have saved me countless meaningless debates and belly bumping sessions. If the next generation of marketers embraces the Sharp approach to marketing instead of running like a pack of lemmings to AI, they will succeed. Failure to do so will inevitably lead to disillusionment when the AI-driven approach to marketing fails and they don't know why. GIGO is a fact of life. Your AI model needs relevant, accurate data, driven by sound thinking. Byron Sharp and team have prepared a roadmap to success. Check your ego at the door, you really don't know what you are talking about and frankly anyone who gets it has no interest in your opinion. Great read. Same size as Kotler...much heavier in knowledge.
    Customer image
    Ian Morrison
    5.0 out of 5 stars
    Forget Kotler

    Reviewed in Canada on 16 September 2024
    The lack of data in Kotler is more than covered in Sharp. Data driven marketing....what a concept. I've been in Marketing and Advertising for 45 years. This book at the beginning of my career would have saved me countless meaningless debates and belly bumping sessions. If the next generation of marketers embraces the Sharp approach to marketing instead of running like a pack of lemmings to AI, they will succeed. Failure to do so will inevitably lead to disillusionment when the AI-driven approach to marketing fails and they don't know why. GIGO is a fact of life. Your AI model needs relevant, accurate data, driven by sound thinking. Byron Sharp and team have prepared a roadmap to success. Check your ego at the door, you really don't know what you are talking about and frankly anyone who gets it has no interest in your opinion. Great read. Same size as Kotler...much heavier in knowledge.
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