Marketing: Theory, Evidence, Practice

Paperback | January 5, 2013

byByron Sharp

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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 makethe 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 theoryto practice. Combined with an enriched digital obook version of the book 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 ispractical and interesting in a style that is theoretical and accessible.

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From the Publisher

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 makethe brand easy to buy and this requires ensur...

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

other books by Byron Sharp

How Brands Grow: What Marketers Dont Know
How Brands Grow: What Marketers Dont Know

Hardcover|Mar 1 2010

$43.10 online$45.00list price
Format:PaperbackDimensions:656 pages, 9.76 × 8.03 × 0.01 inPublished:January 5, 2013Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195573552

ISBN - 13:9780195573558

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Table of Contents

1. Introduction - What do Marketing Professionals Do?2. Consumer Behaviour and Business Buyer Behaviour3. Marketing Metrics and Modelling - informing decisions4. Market Research5. The Marketing Environment6. Customer Segmentation, Targeting and Positioning7. Product (Goods and Services)8. Physical Availability/Retailing/Packaging9. Pricing and Discounting10. Advertising11. Media Decisions12. Strategic Marketing and Planning13. Global Marketing14. Social Responsibility and Ethics