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Marketing : theory, evidence, practice / Byron Sharp.

By: Material type: TextTextAnalytics: Show analyticsPublisher: South Melbourne, Victoria : Oxford University Press, 2017Copyright date: ©2017Edition: Second editionDescription: xxxvii, 796 pages : illustrations, photographs ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0195590295
  • 9780195590296
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.8 23
LOC classification:
  • HF5415.13 .S537 2017
Contents:
1. What do Marketing Executives Do? -- 2. Consumer Behaviour and Business Buyer Behaviour -- 3. Meaningful Marketing Metrics -- 4. Market Research -- 5. The Marketing Environment -- 6. Customer Segmentation and Targeting -- 7. Product (Goods and Services) -- 8. Physical Availability, Retailing and Shopping -- 9. Pricing and Discounting -- 10. Selling and Sales Management -- 11. Advertising -- 12. Media Decisions -- 13. Developing and Implementing a Marketing Plan -- 14. Global Marketing -- 15. Ethics and Social Responsibility -- 16.Social Marketing.
Summary: "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."--Publisher's website.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 SHA (Browse shelf(Opens below)) 1 Available A527648B

Includes bibliographical references and index.

1. What do Marketing Executives Do? -- 2. Consumer Behaviour and Business Buyer Behaviour -- 3. Meaningful Marketing Metrics -- 4. Market Research -- 5. The Marketing Environment -- 6. Customer Segmentation and Targeting -- 7. Product (Goods and Services) -- 8. Physical Availability, Retailing and Shopping -- 9. Pricing and Discounting -- 10. Selling and Sales Management -- 11. Advertising -- 12. Media Decisions -- 13. Developing and Implementing a Marketing Plan -- 14. Global Marketing -- 15. Ethics and Social Responsibility -- 16.Social Marketing.

"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."--Publisher's website.

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