Byron Sharp (Professor of Marketing Professor of Marketing Science

Marketing

Theory, Evidence, Practice

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Oxford University Press Australia
• 2 Revised edition
• Seitenzahl: 832
• Erscheinungstermin: 30. Januar 2018
• Englisch
• Abmessung: 249mm x 202mm x 35mm
• Gewicht: 1726g
• ISBN-13: 9780195590296
• ISBN-10: 0195590295
• Artikelnr.: 49790794

Autorenporträt

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

Inhaltsangabe

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. Products (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
17. Social Responsibility and Ethics