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Marketing 2e by [Sharp, Byron]
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Marketing 2e 2nd Edition, Kindle Edition

5.0 out of 5 stars 1 customer review

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Kindle, 15 Oct 2017
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Length: 832 pages Word Wise: Enabled Language: English

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Product description

Product Description

TODAY’S STUDENTS - TOMORROW’S PROFESSIONALS
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.
NEW TO THIS EDITION
New chapter: Selling and Sales Management
Focuses on the importance of personal selling, B2B selling, key account management, personal selling within consumer markets, call centres, sales management, the strategic role of personal selling, the impact of social media and ethics in selling
New chapter: Developing and Implementing a Marketing Plan
Covers the role and benefits of marketing planning, when marketing planning occurs, the marketing planning process, key observations on marketing planning, market selection and marketing objective setting and what design brings to strategic marketing and planning
New chapter: Social Marketing
Focuses on the application of social marketing, application at brand and category level, segmentation and targeting, effective social marketing campaigns and the evaluation of social marketing
Revised chapter: The Marketing Environment
Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental change
Updated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)
Updated and new practitioner profiles

About the Author

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

Product details

  • Format: Kindle Edition
  • File Size: 55092 KB
  • Print Length: 832 pages
  • Publisher: Oxford University Press ANZ; 2 edition (30 November 2017)
  • Sold by: Amazon Australia Services, Inc.
  • Language: English
  • ASIN: B077VDY95P
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #347,130 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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2 November 2016
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Amazon.com: 5.0 out of 5 stars 5 reviews
Terry Grapentine
5.0 out of 5 starsValuable Scientific Perspective on Marketing
4 February 2013 - Published on Amazon.com
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5 people found this helpful.
RJB
5.0 out of 5 starsA Must read for Marketing Practitioners and Marketing Scientists
31 December 2014 - Published on Amazon.com
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One person found this helpful.
Temel Aksoy
5.0 out of 5 starsFive Stars
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Makiko Omae
5.0 out of 5 starsGood academic information
10 March 2014 - Published on Amazon.com
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fernando
5.0 out of 5 starsGreat book, a good step towards making Marketing a science.
14 February 2014 - Published on Amazon.com
4 people found this helpful.

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