マーケティング：理論、証拠と実践（第２版） Marketing : Theory, Evidence, Practice （2ND）

Sharp, Byron

OUP Australia and New Zealand（2017/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 832 p.
• 言語 ENG
• 商品コード 9780195590296
• DDC分類 658.8

Full Description

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

Contents

1.What Do Marketing Executives Do? 2.Consumer Behaviour and Business Buyer Behaviour 3.Meaningful Marketing Metrics 4.Market Research 5.The Marketing Environment 6.Customer Segmentation and Targeting 7.Product (Goods and Services) 8.Physical Availability, Retailing and Shopping 9.Pricing and Discounting 10.Selling and Sales Management 11.Advertising 12.Media Decisions 13.Developing and Implementing a Marketing Plan 14.Global Marketing 15.Ethics and Social Responsibility 16.Social Marketing 17.Social Responsibility and Ethics