The marketing pathfinder : key concepts and cases for marketing strategy and decision making /
Stewart, David, 1948-
The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren. - Chichester, West Sussex: Wiley, c2014. - xvii,262p.: 22cm.
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"--
2014022697
Marketing--Management.
Strategic planning.
BUSINESS & ECONOMICS / Marketing / General.
HF5415.13 / .S74 2014
658.8/02
The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren. - Chichester, West Sussex: Wiley, c2014. - xvii,262p.: 22cm.
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"--
2014022697
Marketing--Management.
Strategic planning.
BUSINESS & ECONOMICS / Marketing / General.
HF5415.13 / .S74 2014
658.8/02