Marketing - Theory, Evidence, Practice (Paperback, 2nd Revised edition)

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

General

Imprint:	OUP Australia and New Zealand
Country of origin:	Australia
Release date:	November 2017
Authors:	Byron Sharp (Professor of Marketing Science)
Dimensions:	249 x 206 x 33mm (L x W x T)
Format:	Paperback
Pages:	832
Edition:	2nd Revised edition
ISBN-13:	978-0-19-559029-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	0-19-559029-5
Barcode:	9780195590296

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