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Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, whilst 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 in order to improve them of their careers.

Providing an evidence-based introduction to marketing, this Australasian text makes a speciality of marketing metrics, consumer behaviour and business buyer behaviour, in addition to exploring the application of B2B marketing. It challenges traditional marketing theories and concepts, presenting a research-driven framework for figuring out the marketing process.

This text is a comprehensive guide, with a full suite of lecturer resources, and provides the improve and materials that you wish to have to assist create day after today’s marketing professionals

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