Marketing

Theory, Evidence, Practice
2. Auflage 2018
ISBN: 978-0-19-559029-6
Verlag: Hurst & Co.

Buch, Englisch, 832 Seiten, Format (B × H): 202 mm x 249 mm, Gewicht: 1728 g

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

Autoren/Hrsg.

Sharp, Byron

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Über Autor(innen)

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