Marketing

Theory, Evidence, Practice

Second Edition

Byron Sharp

This textbook adopts an evidence-based approach to marketing. Key competitors in the market tend to focus on traditional theories and concepts, whereas this text challenges these traditional marketing assumptions and presents a newer, and more research-driven, way of understanding marketing
Practitioner Profiles: Written by marketing professionals, they describe their jobs, what they do and how they got there
Case Studies: A rich selection of case studies that will engage students in the practicalities of the profession
Digital resources for students include:
Self-revision multiple choice questions
Definition matching exercises to test students' understanding of key concepts
Marketing insights with Circus Oz, Colmar Brunton, Destination Melbourne, Porsche Australia, Steinfinger and News Australia to learn from professionals in the field
Q&A interviews with the author, Professor Byron Sharp, give students a unique insight into the marketing world
Lecturer Resources include:
PowerPoint Slides
Instructor's Manual
Lecturer Testbank
Image bank

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

Marketing

Theory, Evidence, Practice

Second Edition

Byron Sharp

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

Marketing

Theory, Evidence, Practice

Second Edition

Byron Sharp

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. Products (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

Marketing

Theory, Evidence, Practice

Second Edition

Byron Sharp

Author Information

Byron Sharp, Professor of Marketing Science, University of South Australia

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

Contributors:

David Corkindale, Professor of Marketing Management, The International Graduate School of Business, University of South Australia. Elizabeth Gunner, International & Brand Manager, Ehrenberg-Bass Institute, University of South Australia Stephen Klomp, Lecturer and Honours Coordinator in Marketing, Murdoch University Svetlana Bogomolova, Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science, University of South Australia Marianthi Livaditis, former Research Associate, Ehrenberg-Bass Institute,
Magda Nencyz-Thiel, Ehrenberg-Bass Institute, University of South Australia Mark Ritson, adjunct Professor of Marketing, Melbourne Business School Anne Sharp, Associate Professor, Ehrenberg-Bass Institute, University of South Australia. Katherine Anderson, former Senior Research Associate, Ehrenberg-Bass, University of South Australia Bill Page, Senior Research Associate, Ehrenberg-Bass Institute, University of South Australia Haydn Northover, former Research Associate, Ehrenberg-Bass Institute, University of South Australia
Kim Lehman, Senior Lecturer, Tasmanian School of Business & Economics, University of Tasmania Maria Belen Yanotti, Lecturer in Economics and Finance, Tasmanian School of Business & Economics, University of Tasmania Stephen Holden, Honorary Professor, Macquarie Graduate School of Management Nick Danenberg, Manager,-Special Projects, and Senior Marketing Scientist, Ehrenberg-Bass Institute, University of South Australia Rachel Kennedy, Associate Director, Special Projects, Ehrenberg-Bass Institute, University of South Australia Zachary Anesbury, Senior Research Scientist, Ehrenberg-Bass Institute, University of South Australia
Amy Wilson, Marketing Scientis, Ehrenberg-Bass Institute, University of South Australia Gregory Brush, Associate Professor of Marketing, University of Western Australia Douglas Thompson, Architectural Designer, Permit Shop (NZ) Limited Herb Sorenson, Shopper Scientist LLC (USA) Monica Orlovic, Research Associate, Ehrenberg-Bass Institute, University of South Australia Mark Uncles, Deputy Dean (Education), Business School, University of New South Wales Kellie Newstead, former Research Associate, Ehrenberg-Bass Institute, University of South Australia
Dag Bennett, Director, The Ehrenberg Centre for Research in Marketing, London South Bank University John Scriven, Reseach Associate, Ehrenberg-Bass Institute, University of South Australia Steven Dunn Marketing Scientist, Ehrenberg-Bass Institute, University of South Australia John Wilkinson, Scientist Professor of Marketing and Head of Discipline Marketing, Australian Institute of Buisness Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass Institute, University of South Australia Kelly Vaughan, Research Associate, Ehrenberg-Bass Institute, University of South Australia
Karen Nelson-Field, Industry Professor of Media Innovation, University of Adelaide Mark Leenders, Professor of Marketing and Innovation and Deputy Head Research and Innovation, College of Business, RMIT UniversityKylie Radel, Senior Lecturer, School of Business and Law, Central Queensland University Steven Bellman, MediaScience Research Professor, Ehrenberg-Bass Institute, University of South Australia Virginia Beal, Senior Marketing Scientist, Ehrenberg-Bass Institute, University of South Australia Elke Seretis, Associate Director (Commercial) at the Ehrenberg-Bass Institute, University of South Australia John Dawes, Associate Director (Operations) at the Ehrenberg-Bass Institute, University of South Australia
Taylah Andrews, Commercial Assistant, Ehrenberg-Bass Institute, University of South Australia Vivien Chanana, Teaching Innovation and Quality Leader, School of Marketing, University of South Australia Adrian Palmer, Professor of Marketing, Keele Management School, Keele University Cheenu Srinivasan, Director, Ganges Consulting Australia Maxwell Winchester, Senior Lecturer, Victoria University Tiffany Winchester, Lecturer, Monash University Rodney Arambewela, Senior Lecturer, Deakin University Anita Peleg, Senior Lecturer, London South Bank University
Charles Graham, Senior Lecturer, London South Bank University Nicholas McClaren, Lecturer, Deakin University Margaret Faulkner, Senior Marketing Scientist, Ehrenberg-Bass Institute, University of South Australia