Zetech University Library - Online Catalog

Mobile: +254-705278678

Whatsapp: +254-706622557

Feedback/Complaints/Suggestions

library@zetech.ac.ke

Image from Google Jackets
Image from OpenLibrary

The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren.

By: Contributor(s): Material type: TextTextPublication details: Chichester, West Sussex: Wiley, c2014.Description: xvii,262p.: 22cmSubject(s): Additional physical formats: Print version:: Marketing pathfinderDDC classification:
  • 658.8/02 23
LOC classification:
  • HF5415.13 .S74 2014
Other classification:
  • BUS043000
Contents:
Mobilizing the market endeavour -- Developing products and services -- Analysis and understanding -- Understanding why they buy -- How much are you prepared to pay -- Over-promising, ethics, and sustainanbility -- successful brand building -- Fiding the right market place -- Communication heaven -- Maverick marketing.
Summary: "This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--
Tags from this library: No tags from this library for this title. Log in to add tags.
Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books Books Zetech Library - Ruiru Campus General Stacks Non-fiction HF5415.13 .S74 2014 (Browse shelf(Opens below)) C.2 Available Z013213
Books Books Zetech Library - Ruiru Campus General Stacks Non-fiction HF5415.13 .S74 2014 (Browse shelf(Opens below)) C.1 Available Z013212

Includes bibliographical references and index.

Mobilizing the market endeavour -- Developing products and services -- Analysis and understanding -- Understanding why they buy -- How much are you prepared to pay -- Over-promising, ethics, and sustainanbility -- successful brand building -- Fiding the right market place -- Communication heaven -- Maverick marketing.

"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--

There are no comments on this title.

to post a comment.