02096cam a2200325 i 45000010009000000050017000090060019000260070015000450080041000600100017001010200030001180350013001480400028001610420008001890500025001970820017002220840023002391000027002622450134002892600045004233000023004685040051004915050324005425200623008666500027014896500024015166500057015407000020015977760153016171818274120251001152502.0m    |o  d |      cr_|||||||||||140610s2014    enk     ob    001 0 eng    a  2014022697  z9781119961765 (paperback)  a18182741  aDLCbengerdacDLCdDLC  apcc00aHF5415.13b.S74 201400a658.8/02223  aBUS0430002bisacsh1 aStewart, David,d1948-14aThe marketing pathfinder :bkey concepts and cases for marketing strategy and decision making /cDavid Stewart and Michael Saren.  aChichester, West Sussex:bWiley,cc2014.  axvii,262p.:c22cm.  aIncludes bibliographical references and index.  aMobilizing 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.  a"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"-- 0aMarketingxManagement. 0aStrategic planning. 7aBUSINESS & ECONOMICS / Marketing / General.2bisacsh1 aSaren, Michael.08iPrint version:aStewart, David, 1948-tMarketing pathfinderdChichester, West Sussex, United Kingdom : Wiley, 2014z9781119961765w(DLC)  2014020570