9780195573558: Marketing: Theory, Evidence, Practice

Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital online book version of the book (registration code and website included on print book cover flap), it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

L'autore:

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

Contenuti:

  • 1 Introduction - What do Marketing Professionals Do?
  • 2 Consumer Behaviour and Business Buyer Behaviour
  • 3 Marketing Metrics and Modelling - informing decisions
  • 4 Market Research
  • 5 The Marketing Environment
  • 6 Customer Segmentation, Targeting and Positioning
  • 7 Product (Goods and Services)
  • 8 Physical Availability/Retailing/Packaging
  • 9 Pricing and Discounting
  • 10 Advertising
  • 11 Media Decisions
  • 12 Strategic Marketing and Planning
  • 13 Global Marketing
  • 14 Social Responsibility and Ethics

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Sharp, Byron; Anderson, Katherine; Bennett, Dag; Bogomolova, Svetlana; Corkindale, David; Danenberg, Nick; Graham, Charles; Hartnett, Nicole; Kennedy, Rachel; Livaditis, Marianthi; Lockshin, Larry; Nelson-Field, Karen; Nencyz-Thiel, Magda; Palmer, Adrian; Peleg, Anita; Riebe, Erica; Scriven, John; Sharp, Anne; Sorensen, Herb; Winchester, Maxwell; Winchester, Tiffany
ISBN 10: 0195573552 ISBN 13: 9780195573558
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Sharp, Byron; Anderson, Katherine; Bennett, Dag; Bogomolova, Svetlana; Corkindale, David; Danenberg, Nick; Graham, Charles; Hartnett, Nicole; Kennedy, Rachel; Livaditis, Marianthi; Lockshin, Larry; Nelson-Field, Karen; Nencyz-Thiel, Magda; Palmer, Adrian; Peleg, Anita; Riebe, Erica; Scriven, John; Sharp, Anne; Sorensen, Herb; Winchester, Maxwell; Winchester, Tiffany
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Descrizione libro Condizione libro: New. Depending on your location, this item may ship from the US or UK. Codice libro della libreria 97801955735580000000

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Byron Sharp, Katherine Anderson, Dag Bennett
Editore: Oxford University Press Australia, Australia (2013)
ISBN 10: 0195573552 ISBN 13: 9780195573558
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Descrizione libro Oxford University Press Australia, Australia, 2013. Mixed media product. Condizione libro: New. 248 x 206 mm. Language: English . Brand New Book. HELPING THE STUDENTS OF TODAY BECOME THE MARKETING PROFESSIONALS OF TOMORROW Marketing: Theory, Evidence, Practice is a new Australasian text written for students who want to know what marketing people do, and what questions managers have to tackle in their day-to-day jobs. It s a complete package which provides all the material you and your students need for your course, including a truly integrated e-text packaged with every copy of the book, and a wealth of teaching and learning support. Written based on evidence and the practical application of marketing skills, it clearly illustrates, through case studies and practitioner profiles, how marketing problems have been solved in business, connecting theory to practice, and providing a realistic view of the marketing world. Students will be engaged because each chapter will be a glimpse into their future career and will build the foundation for the rest of their degree. Features include: Practitioner Profiles: Written by senior marketing executives, they describe their jobs, what they do and how they got where they are today. Case Studies: A rich selection of print and video cases that will engage students in the practicalities of the profession. obook: a truly integrated e-text with extra content and resources built in, which comes free with each print copy. The obook advantage: Some information is just better accessed online. Videos, links, podcasts are all live when online in an Oxford obook. Students can watch a case study, flick to a website to read some extra material, then back to their textbook to read a section, then listen to the author explain a complex topic, and then answer some revision questions - all on one device. Every copy of the text includes access to the obook - a truly integrated e-text with extra content and resources built into a digital textbook: Hotlinked learning objectives Interviews with marketing professionals Contemporary video cases Instant access to other videos that relate to the case studies and industry insights within the text. Audio chapter summaries Embedded weblinks Live chapter revision questions and answers Integrated dictionary and note-taking featuresMarketing comes with a great selection of video cases for lecturers. Please see the below show reel which includes samples from Circus OZ, Porshe Australia and Steinfinger. Codice libro della libreria AOP9780195573558

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Byron Sharp, Katherine Anderson, Dag Bennett
Editore: Oxford University Press Australia, Australia (2013)
ISBN 10: 0195573552 ISBN 13: 9780195573558
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Descrizione libro Oxford University Press Australia, Australia, 2013. Paperback. Condizione libro: New. 248 x 206 mm. Language: English . Brand New Book. Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer s central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital online book version of the book (registration code and website included on print book cover flap), it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible. Codice libro della libreria AOP9780195573558

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Byron Sharp, Katherine Anderson, Dag Bennett
Editore: Oxford University Press Australia 2012-12-12, Melbourne (2012)
ISBN 10: 0195573552 ISBN 13: 9780195573558
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Descrizione libro Oxford University Press Australia 2012-12-12, Melbourne, 2012. paperback. Condizione libro: New. Codice libro della libreria 9780195573558

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Byron Sharp, Katherine Anderson, Dag Bennett, Svetlana Bogomolova, David R. Corkindale
Editore: Oxford University Press Australia
ISBN 10: 0195573552 ISBN 13: 9780195573558
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Descrizione libro Oxford University Press Australia. Paperback. Condizione libro: new. BRAND NEW, Marketing: Theory, Evidence, Practice, Byron Sharp, Katherine Anderson, Dag Bennett, Svetlana Bogomolova, David R. Corkindale, Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital online book version of the book (registration code and website included on print book cover flap), it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible. Codice libro della libreria B9780195573558

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Descrizione libro OUP Australia and New Zealand, 2013. PAP. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria FU-9780195573558

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Descrizione libro Oxford University Press Australia & New Zealand. Condizione libro: Brand New. Dispatch Same Working Day, (Delivery 2-4 business days, Courier For Heavy/Expensive Items) Money Back Guarantee, Prompt Customer Service. Codice libro della libreria 42036667

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Descrizione libro Oxford Univ Pr, 2013. Paperback. Condizione libro: Brand New. pap/psc edition. 609 pages. 10.00x8.00x1.00 inches. In Stock. Codice libro della libreria __0195573552

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Sharp, Byron; Anderson, Katherine; Bennett, Dag; Bogomolova, Svetlana; Corkindale, David; Danenberg, Nick; Graham, Charles; Hartnett, Nicole; Kennedy, Rachel; Livaditis, Marianthi; Lockshin, Larry; Nelson-Field, Karen; Nencyz-Thiel, Magda; Palmer, Adrian; Peleg, Anita; Riebe, Erica; Scriven, John; Sharp, Anne; Sorensen, Herb; Winchester, Maxwell; Winchester, Tiffany
Editore: OUP Australia & New Zealand (2013)
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Descrizione libro OUP Australia & New Zealand, 2013. Condizione libro: New. Codice libro della libreria EH9780195573558

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