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Informationen zum Autor Byron Sharp! Professor of Marketing! University of South Australia and Director! Ehrenberg-Bass Institute for Marketing Science. Klappentext Marketing: Theory! Evidence! Practice bridges academic theory and real-world marketing knowledge. It 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. Written by a combination of marketing academics and marketing scientists who engage with industry it presentsinformation that is practical and interesting in a style that is theoretical and accessible. Zusammenfassung 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 marketingtheory 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 online book 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. Inhaltsverzeichnis 1. What Do Marketing Executives Do? (Byron Sharp)Marketing may be well paid and exciting ... but someone has to do itThe rise of marketingTwo types of marketing professionalMarketing scienceMarketing metrics and market-based assetsCustomer needs and wantsSustainable marketing2. Consumer Behaviour and Business Buyer Behaviour (Byron Sharp)Knowledge is powerMost buying is repeat-buyingHigh-involvement decisionsNatural loyaltyLoyal switchersProsaic! not passionate! loyaltyThe importance of memoryWhy do consumers forget about us?Emotional rational buyersConsumer motivationsHeterogeneous consumersDo our buyers like us?3. Meaningful Marketing Metrics (Byron Sharp)Why marketers need metricsA system of marketing metricsFinancial metricsBehavioural metricsMemory metricsCustom profile metricsMarketing activity metricsPhysical availability metricsLooks can be deceiving4. Market Research (Anne Sharp & Katherine Anderson)The central role of market researchEmergence of the market research industryJobs in market researchCommissioning research-the briefKey stages of the research processSecondary data and knowledge of buyer behaviourQualitative and quantitative dataSamplingResearch designUnderstanding analysisA well-written research report5. The Marketing Environment (Adrian Palmer! adapted by Larry Lockshin)The marketing environmentThe micro-environmentThe macro-environmentInternal environmentMonitoring and responding to environmental change6. Customer Segmentation and Targeting (Byron Sharp & Rachel Kennedy)Segmentation-based targetingWho really is your target?The logic and appeal of narrow targetingBrand user profiles seldom differTargeting the whole market with product variantsSegmentation does not necessarily maximise returnsTalking to everyone is possibleDatabase-driven targeting: A common trapSmart targeting in practice7. Product (Goods and Services) (David Corkindale)What comprises a product?Product categoriesDevelopin...
