Byron Sharp

Karen Nelson-Field

Anne Sharp

Dag Bennett

David Corkindale

Nick Danenberg

Charles Graham

Rachel Kennedy

Svetlana Bogomolova

Herb Sorensen

Erica Riebe

Magda Nencyz-Thiel

Nicole Hartnett

Anita Peleg

Adrian Palmer

John Scriven

Maxwell Winchester

Marianthi Livaditis

Larry Lockshin

Tiffany Winchester

Katherine Anderson

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 presents information that is practical and interesting in a style that is theoretical and accessible.

Marketing: Theory, Evidence, Practice

This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer’s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.

Simple Truths for Marketers

The Attention Economy and How Media Works

Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.

The Science of Sharing

Viral Marketing

Karen Nelson-Field

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