TY  - BOOK
AU  - Stewart,David
AU  - Saren,Michael
TI  - The marketing pathfinder: key concepts and cases for marketing strategy and decision making 
AV  - HF5415.13 .S74 2014
U1  - 658.8/02 23
PY  - 2014///
CY  - Chichester, West Sussex
PB  - Wiley
KW  - Marketing
KW  - Management
KW  - Strategic planning
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - bisacsh
N1  - 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
N2  - "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"--
ER  -