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

About the Author
Professor Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia


Book Information
ISBN 9780195590296
Author Byron Sharp
Format Paperback
Page Count 832
Imprint OUP Australia and New Zealand
Publisher Oxford University Press Australia
Weight(grams) 1728g
Dimensions(mm) 249mm * 206mm * 33mm