The marketing pathfinder : key concepts and cases for marketing strategy and decision making /
Stewart, David
The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart, Michael Saren - Chichester, West Sussex, United Kingdom : Wiley, c2014. - xvii, 262 pages : 25 cm. - Pathfinder .
Includes bibliographical references and index.
CONTENTS
1. Mobilizing the marketing endeavour --
2. Developing products and services --
3. Analysis and understanding --
4. Understanding why they buy --
5. How much are they prepared to pay --
6. Over-promising, ethics, and sustainability --
7. Successful brand building --
8. Finding the right marketing space --
9. Communication heaven --
10. 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"
9781119961765 1119961769 9781118758762 9781118758915
Marketing Management.
Strategic planning.
HF5415.13.S74 2014
The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart, Michael Saren - Chichester, West Sussex, United Kingdom : Wiley, c2014. - xvii, 262 pages : 25 cm. - Pathfinder .
Includes bibliographical references and index.
CONTENTS
1. Mobilizing the marketing endeavour --
2. Developing products and services --
3. Analysis and understanding --
4. Understanding why they buy --
5. How much are they prepared to pay --
6. Over-promising, ethics, and sustainability --
7. Successful brand building --
8. Finding the right marketing space --
9. Communication heaven --
10. 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"
9781119961765 1119961769 9781118758762 9781118758915
Marketing Management.
Strategic planning.
HF5415.13.S74 2014