02373cam a2200385 i 4500 18182741 20251001152502.0 m |o d | cr_||||||||||| 140610s2014 enk ob 001 0 eng 2014022697 9781119961765 (paperback) 18182741 DLC eng rda DLC DLC pcc HF5415.13 .S74 2014 658.8/02 23 BUS043000 bisacsh Stewart, David, 1948- 28627 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"-- Marketing Management. Strategic planning. 142 BUSINESS & ECONOMICS / Marketing / General. bisacsh 28628 Saren, Michael. 28629 Print version: Stewart, David, 1948- Marketing pathfinder Chichester, West Sussex, United Kingdom : Wiley, 2014 9781119961765 (DLC) 2014020570 7 cbc origcop 1 ecip 20 y-gencatlg lcc BK HF5415.13 HF5415.13 .S74 2014 9886 9886 0 0 lcc 0 0 NFIC ZER ZER GEN 2025-09-25 DONATION 11485 0 HF5415.13 .S74 2014 Z013213 2026-01-07 00:00:00 C.2 2025-10-01 BK 0 0 lcc 0 0 NFIC ZER ZER GEN 2025-09-25 DONATION 11484 0 HF5415.13 .S74 2014 Z013212 2026-01-07 00:00:00 C.1 2025-10-01 BK