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

by Sharp (Author)
4.6 out of 5 stars 29
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
    2
  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
  9. See all details
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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; 2 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 29

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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Maria
5.0 out of 5 stars Very good book
Reviewed in Germany on 2 July 2023
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Very good book. I bought it second-hand and it was as good as new.
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Awesome.s
5.0 out of 5 stars very good
Reviewed in the United States on 14 June 2020
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I got it new and very good. thank you.
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mayank sohar
5.0 out of 5 stars Damn good!
Reviewed in India on 12 August 2019
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A book not marketer or a student of marketing should miss out on.
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