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Marketing: Theory, Evidence, Practice, by Byron Sharp
Free Ebook Marketing: Theory, Evidence, Practice, by Byron Sharp
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Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital ebook version of the book (registration code and website included on print book cover flap) it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.
- Sales Rank: #1186220 in Books
- Published on: 2013-01-27
- Original language: English
- Number of items: 1
- Dimensions: 8.10" h x 1.10" w x 9.80" l, .65 pounds
- Binding: Paperback
- 656 pages
From the Author
For years, marketing executives have been asking me for an introductory textbook that reflects modern knowledge about marketing. �One that isn't filled with myths and academic theorising.Well here it is. �Our first version, published by Oxford University Press.I hope you enjoy it. �I hope you finally have a book that you can give to new staff members.
About the Author
Byron Sharp, Professor of Marketing Science, University of South Australia and Director, Ehrenberg-Bass Institute.
Author of "How Brands Grow".
Most helpful customer reviews
4 of 4 people found the following review helpful.
Valuable Scientific Perspective on Marketing
By Terry Grapentine
Especially to those of us in American who had not been familiar with the work coming out of the Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Byron's book has helped us articulate and understand the source of many marketing misgivings we've had over the years--Why didn't that segmentation strategy work as well we thought it should? Given all the money we spent, why couldn't we increase customer re-purchase rates? Why didn't our attribute-based advertising messages--which copy tested well--flop? You can find your answers here, in an extremely accessible, entertaining book on the science and practice of marketing.
3 of 3 people found the following review helpful.
Great book, a good step towards making Marketing a science.
By fernando
I've been teaching Marketing in a Mexican University for almost 4 years, during all these years I haven't found a book that I can recommend as a companion to the course. Most Marketing books (specially the Kotler ones) are just a summary of common sense concepts (e.g. differences between a product and a service) and a collection of anecdotes regarding marketing real cases, in other words the main problem was that in these books THERE WAS NO THEORY OR REAL INSIGHTS ON THE PRINCIPLES BEHIND EFFECTIVE MARKETING, but just a bunch of marketing stories, and graphics describing obvious stuff.
"Marketing: Theory, Evidence, Practice" by Byron Sharp is different, is a book in which Marketing is explained as a science with principles and theory. The information provided by the book helps the student to understand the way a market works and that is of great value for not only for students, but for the teachers as well.
I highly recommend this book.
P.S. Some topics that should be included in further editions are the Rokeach Values and the Hawthorne effect.
1 of 1 people found the following review helpful.
A Must read for Marketing Practitioners and Marketing Scientists
By RJB
A Must read for Marketing Practitioners and Marketing Scientists. A wonderful compendium of generalized learnings about the linkage between consumer behavior and implications for all disciplines related to marketing
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