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008 140610s2014 enk ob 001 0 eng
010 _a 2014022697
020 _z9781119961765 (paperback)
035 _a18182741
040 _aDLC
_beng
_erda
_cDLC
_dDLC
042 _apcc
050 0 0 _aHF5415.13
_b.S74 2014
082 0 0 _a658.8/02
_223
084 _aBUS043000
_2bisacsh
100 1 _aStewart, David,
_d1948-
_928627
245 1 4 _aThe marketing pathfinder :
_bkey concepts and cases for marketing strategy and decision making /
_cDavid Stewart and Michael Saren.
260 _aChichester, West Sussex:
_bWiley,
_cc2014.
300 _axvii,262p.:
_c22cm.
504 _aIncludes bibliographical references and index.
505 _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.
520 _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"--
650 0 _aMarketing
_xManagement.
650 0 _aStrategic planning.
_9142
650 7 _aBUSINESS & ECONOMICS / Marketing / General.
_2bisacsh
_928628
700 1 _aSaren, Michael.
_928629
776 0 8 _iPrint version:
_aStewart, David, 1948-
_tMarketing pathfinder
_dChichester, West Sussex, United Kingdom : Wiley, 2014
_z9781119961765
_w(DLC) 2014020570
906 _a7
_bcbc
_corigcop
_d1
_eecip
_f20
_gy-gencatlg
942 _2lcc
_cBK
_hHF5415.13
_kHF5415.13
_m.S74 2014
999 _c9886
_d9886