Marketing: Theory, Evidence, Practice is a textbook by Byron Sharp that provides a clear overview of marketing concepts and their application in practice. It focuses on Australasian marketing and highlights marketing metrics, consumer behavior, and B2B marketing. This book is intended for students and professionals who want to gain insight into theories and realistic practical examples.
The book tells the story of marketing through an evidence-based approach, with accessible explanations of theories and concepts and their real-life applications. It includes case studies and profiles of practitioners, which contributes to understanding the marketing world.
Product specifications
- Author: Byron Sharp (Professor of Marketing Science, University of South Australia)
- Publisher: Oxford University Press Australia
- Imprint: OUP Australia and New Zealand
- Publication date: 2017-11-02
- Number of pages: 832
- ISBN: 9780195590296
- Subject: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Marketing / General
About the author
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.