The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren.
Material type:
TextPublication details: Chichester, West Sussex: Wiley, c2014.Description: xvii,262p.: 22cmSubject(s): Additional physical formats: Print version:: Marketing pathfinderDDC classification: - 658.8/02 23
- HF5415.13 .S74 2014
- BUS043000
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Zetech Library - Ruiru Campus General Stacks | Non-fiction | HF5415.13 .S74 2014 (Browse shelf(Opens below)) | C.2 | Available | Z013213 | |
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Books
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Zetech Library - Ruiru Campus General Stacks | Non-fiction | HF5415.13 .S74 2014 (Browse shelf(Opens below)) | C.1 | Available | Z013212 |
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| HF 5415.13 .S24 2009 Marketing simplified / | HF 5415.13 .S24 2009 Marketing simplified / | HF 5415.13 .S24 2009 Marketing simplified / | HF5415.13 .S74 2014 The marketing pathfinder : key concepts and cases for marketing strategy and decision making / | HF5415.13 .S74 2014 The marketing pathfinder : key concepts and cases for marketing strategy and decision making / | HF5415.13.S86 2003 Essentials of marketing / | HF5415.13.S874 2006 Marketing planning guide / |
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"--
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