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Marketing: Theory, Evidence, Practice
TODAY’S STUDENTS - TOMORROW’S PROFESSIONALS
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.
NEW TO THIS EDITION
New 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 selling
New 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 planning
New 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 marketing
Revised chapter: The Marketing Environment
Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental change
Updated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)
Updated and new practitioner profiles
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.
NEW TO THIS EDITION
New 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 selling
New 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 planning
New 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 marketing
Revised chapter: The Marketing Environment
Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental change
Updated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)
Updated and new practitioner profiles
- GenresBusiness
832 pages, Kindle Edition
First published January 27, 2013
33 people are currently reading
508 people want to read
About the author
Byron Sharp
5 books106 followersByron 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.
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.
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Displaying 1 of 1 review
June 9, 2023
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.
Displaying 1 of 1 review