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 Behaviour3.Meaningful Marketing Metrics4.Market Research5.The Marketing Environment6.Customer Segmentation and Targeting7.Product (Goods and Services)8.Physical Availability, Retailing and Shopping9.Pricing and Discounting10.Selling and Sales Management11.Advertising12.Media Decisions13.Developing and Implementing a Marketing Plan14.Global Marketing15.Ethics and Social Responsibility16.Social Marketing17.Social Responsibility and Ethics