(0) items

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Marketing: Theory, Evidence, Practice,9780195573558
This item qualifies for

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Marketing: Theory, Evidence, Practice



Pub. Date:
Oxford University Press
List Price: $117.33

Buy New Textbook

Usually Ships in 3-5 Business Days



Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $94.38

Questions About This Book?

What version or edition is this?
This is the edition with a publication date of 1/27/2013.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically only the book itself is included.


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 obook version of the book 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.

Table of Contents

1 Introduction - What do Marketing Professionals Do?
2 Consumer Behaviour and Business Buyer Behaviour
3 Marketing Metrics and Modelling - informing decisions
4 Market Research
5 The Marketing Environment
6 Customer Segmentation, Targeting and Positioning
7 Product (Goods and Services)
8 Physical Availability/Retailing/Packaging
9 Pricing and Discounting
10 Advertising
11 Media Decisions
12 Strategic Marketing and Planning
13 Global Marketing
14 Social Responsibility and Ethics

Please wait while the item is added to your cart...