The key concepts and cases for marketing strategy and decision making Stewart, David 1948- creator Saren, Michael. text bibliography enk Chichester, West Sussex Wiley c2014 2014 monographic eng xvii,262p.: 22cm. "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"-- 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. David Stewart and Michael Saren. Includes bibliographical references and index. Marketing Management Strategic planning BUSINESS & ECONOMICS / Marketing / General HF5415.13 .S74 2014 658.8/02 BUS043000 Stewart, David, 1948- Chichester, West Sussex, United Kingdom : Wiley, 2014 (DLC) 2014020570 2014022697 DLC 140610 20251001152502.0 18182741 eng