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Theory, Evidence, Practice

Byron Sharp


Electronic book text

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OUP Australia and New Zealand
15 October 2017
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
By:   Byron Sharp
Imprint:   OUP Australia and New Zealand
Country of Publication:   Australia
Edition:   2nd edition
ISBN:   9780190311278
ISBN 10:   0190311274
Publication Date:   15 October 2017
Audience:   College/higher education ,  Primary
Format:   Electronic book text
Publisher's Status:   Active
What Do Marketing Executives Do?Consumer Behaviour and Business Buyer BehaviourMeaningful Marketing MetricsMarket ResearchThe Marketing EnvironmentCustomer Segmentation and TargetingProducts (Goods and Services)Physical Availability, Retailing and ShoppingPricing and DiscountingSelling and Sales ManagementAdvertisingMedia DecisionsDeveloping and Implementing a Marketing PlanGlobal MarketingEthics and Social ResponsibilitySocial MarketingSocial Responsibility and Ethics

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