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The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart, Michael Saren

By: Contributor(s): Material type: TextTextSeries: PathfinderPublication details: Chichester, West Sussex, United Kingdom : Wiley, c2014.Description: xvii, 262 pages : 25 cmISBN:
  • 9781119961765
  • 1119961769
  • 9781118758762
  • 9781118758915
Subject(s): LOC classification:
  • HF5415.13.S74 2014
Contents:
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.
Summary: "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"
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books KMTC:NAIROBI CAMPUS General Stacks HF5415.13.S74 2014 (Browse shelf(Opens below)) Available 32771

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"

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