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Marketing: Theory, Evidence, Practice de Byron Sharp

Marketing: Theory, Evidence, Practice

Autor Byron Sharp
en Limba Engleză Paperback – 30 noi 2017
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

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Specificații

ISBN-13: 9780195590296
ISBN-10: 0195590295
Pagini: 832
Dimensiuni: 206 x 249 x 33 mm
Greutate: 1.77 kg
Ediția:2
Editura: Oxford University Press
Colecția OUP Australia & New Zealand
Locul publicării:Melbourne, Australia

Descriere

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

Notă biografică

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