Description
Marketing (2nd Ed.)
Theory, Evidence, Practice
Author: Sharp Byron
Language: EnglishSubject for Marketing:
Publication date: 11-2017
832 p. · 20.6x24.9 cm · Paperback
832 p. · 20.6x24.9 cm · Paperback
Description
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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
Professor Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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