Theory, Evidence, Practice

Second Edition

Byron Sharp


Theory, Evidence, Practice

Second Edition

Byron Sharp






1 Nov 2017




$143.95 AUD

$164.99 NZD

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Other options: Ebook $128.95 AUD $147.99 NZD Ebook Rental $74.95 AUD $84.99 NZD

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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.


  • New chapter: Selling and Sales Management
    • Focuses on the importance of personal selling, B2B selling, key account management, personal selling within consumer markets, call centres, sales management, the strategic role of personal selling, the impact of social media and ethics in selling
  • New chapter: Developing and Implementing a Marketing Plan
    • Covers the role and benefits of marketing planning, when marketing planning occurs, the marketing planning process, key observations on marketing planning, market selection and marketing objective setting and what design brings to strategic marketing and planning
  • New chapter: Social Marketing
    • Focuses on the application of social marketing, application at brand and category level, segmentation and targeting, effective social marketing campaigns and the evaluation of social marketing
  • Revised chapter: The Marketing Environment
    • Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental change
  • Updated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)
  • Updated and new practitioner profiles


  1. What Do Marketing Executives Do?
  2. Consumer Behaviour and Business Buyer Behaviour
  3. Meaningful Marketing Metrics
  4. Market Research
  5. The Marketing Environment
  6. Customer Segmentation and Targeting
  7. Product (Goods and Services)
  8. Physical Availability, Retailing and Shopping
  9. Pricing and Discounting
  10. Selling and Sales Management
  11. Advertising
  12. Media Decisions
  13. Developing and Implementing a Marketing Plan
  14. Global Marketing
  15. Ethics and Social Responsibility
  16. Social Marketing
  17. Social Responsibility and Ethics


Byron Sharp - Director, Ehrenberg-Bass Institute, University of South Australia Business School

Student Resources

Oxford Ascend is the home of online resources for higher education students to help them study and succeed.

Each print copy of Marketing: Theory, Evidence, Practice, second edition, will come with access to Oxford Ascend Student Resources including:
  • Self-revision multiple choice questions aligned with each chapter
  • Drag-and-drop interactive questions
  • Marketing insights from a range of different companies, including case studies with Circus Oz, Colmar Brunton, Destination Melbourne, Porsche Australia and News Australia
  • Podcasts with the author
To access your Marketing: Theory, Evidence, Practice, second edition, Oxford Ascend Student Resources:
  1. Go to
  2. Register for an account
  3. Activate the code (printed inside the back cover of your textbook) within your account
This code can only be activated once. Once activated, access is valid for the life of the edition.

Lecturer Resources

The following resources are available for lecturers who prescribe Marketing: Theory, Evidence, Practice, second edition, for their course:

  • Instructor’s Resource Manual
    This manual is organised by chapter and includes:
    • Lecture outlines
    • Answers to questions from the text
    • Tutorial discussion questions, including prompts to guide answers
    • Tutorial activities
  • Testbank
    • Multiple-choice questions
    • True-false questions
    • Short answer questions
  • PowerPoint slides
  • Solutions for Case Studies

For more information about the resources for Marketing: Theory, Evidence, Practice, second edition, please contact your Oxford Sales & Learning Resource Consultant.

Sample Pages

Read a sample from Marketing: Theory, Evidence, Practice, second edition: