Marketing Theory Evidence Practice 2nd Edition by Byron Sharp ISBN 0195590295 9780195590296

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Product details:
ISBN 10: 0195590295 
ISBN 13: 9780195590296
Author: Byron Sharp

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 2nd Edition Table of contents:

• • Introduction to Marketing

    • Overview of Marketing Principles
    • Evidence-Based Marketing
    • Role of Marketing in Business and Society

  • Marketing Theory and Research

    • Importance of Theory in Marketing
    • Empirical Research and Marketing Models
    • Understanding Customer Behavior through Data

  • Consumer Behavior

    • Factors Influencing Consumer Decisions
    • Brand Choice and Purchase Behavior
    • Habitual Buying Patterns

  • Segmentation and Targeting

    • Market Segmentation Approaches
    • Targeting Strategies and Market Positioning
    • Limitations of Segmentation

  • Branding and Brand Loyalty

    • Building Strong Brands
    • Brand Awareness and Brand Associations
    • The Science of Brand Loyalty and its Drivers

  • Product Strategy

    • Product Development and Innovation
    • Product Life Cycle and Portfolio Management
    • Effective Product Positioning

  • Pricing Strategy

    • Pricing Decisions and Customer Perception
    • Price Sensitivity and Elasticity
    • Psychological Pricing

  • Marketing Communications

    • Advertising and Media Planning
    • Digital Marketing and Social Media
    • Measuring Advertising Effectiveness

  • Sales Promotion and Direct Marketing

    • Short-Term vs. Long-Term Impact of Promotions
    • Types of Sales Promotions
    • Direct Marketing Techniques

  • Distribution Strategy

    • Channel Design and Management
    • Retailing and Wholesaling
    • Online vs. Offline Distribution

  • Marketing Metrics and Analytics

    • Key Performance Indicators (KPIs) in Marketing
    • Data-Driven Decision Making
    • Evaluating Marketing ROI

  • Strategic Marketing Planning

    • Marketing Strategy Formulation
    • Aligning Marketing Strategy with Business Goals
    • Adapting to Market Changes

  • Ethics and Social Responsibility in Marketing

    • Ethical Issues in Marketing
    • Corporate Social Responsibility (CSR)
    • The Impact of Marketing on Society

  • Future Directions in Marketing

    • Trends in Digital and Global Marketing
    • Emerging Research Areas
    • The Role of Innovation in Marketing Strategy

  • Case Studies and Practical Applications

    • Real-World Examples of Marketing Success
    • Case Analyses and Insights

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