Marketing: Theory, Evidence, Practice

by Byron Sharp

Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make
the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core
topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital ebook version of the book (registration code and
website included on print book cover flap) it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a
style that is theoretical and accessible.

Genres: Business

609 pages, Paperback

First published January 27, 2013

About the author

Byron Sharp is Professor of Marketing Science, and Director of the Ehrenberg-Bass Institute at the University of South Australia.

His research is supported corporations around the world including Coca-Cola, Mars, Kraft, Nielsen, British Airways, CBS, ESPN, Kellogg's and many others.

Dr Sharp has published over 100 academic papers and is on the editorial boards of four journals.

Reviews

[Samuel · Rating 5 out of 5]

Enjoyed learning about buying behaviour, loyalty, advertising, and media choices. It was a great introduction to empirical marketing and would recommend it to anyone who is interested.