MARC details
| 000 -LEADER |
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| fixed length control field |
01917nam a22002897a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
KENaKMTC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20260220090927.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
260220b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781119961765 |
| Qualifying information |
(paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1119961769 |
| Qualifying information |
(paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781118758762 |
| Qualifying information |
(ebook) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781118758915 |
| Qualifying information |
(ebook) |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
DLC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.13.S74 2014 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Stewart, David |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
The marketing pathfinder : |
| Remainder of title |
key concepts and cases for marketing strategy and decision making / |
| Statement of responsibility, etc |
David Stewart, Michael Saren |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Chichester, West Sussex, United Kingdom : |
| Name of publisher, distributor, etc |
Wiley, |
| Date of publication, distribution, etc |
c2014. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvii, 262 pages : |
| Dimensions |
25 cm. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Pathfinder |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
CONTENTS<br/>1. Mobilizing the marketing endeavour --<br/>2. Developing products and services --<br/>3. Analysis and understanding --<br/>4. Understanding why they buy --<br/>5. How much are they prepared to pay --<br/>6. Over-promising, ethics, and sustainability --<br/>7. Successful brand building --<br/>8. Finding the right marketing space --<br/>9. Communication heaven --<br/>10. Maverick marketing. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"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 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing Management. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Strategic planning. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Saren, Michael |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
| Intials |
RJ |
