The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart, Michael Saren
Material type:
TextSeries: PathfinderPublication details: Chichester, West Sussex, United Kingdom : Wiley, c2014.Description: xvii, 262 pages : 25 cmISBN: - 9781119961765
- 1119961769
- 9781118758762
- 9781118758915
- HF5415.13.S74 2014
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
Books
|
KMTC:NAIROBI CAMPUS General Stacks | HF5415.13.S74 2014 (Browse shelf(Opens below)) | Available | 32771 |
Shelving location: General Stacks Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| HF5415.129 .V46 2001 Marketing channel management : a customer-centric approach / | HF5415.13.H87 2013 Business Marketing management: B2B | HF5415.13.M36 2009 Basic marketing: a marketing strategy planning approach | HF5415.13.S74 2014 The marketing pathfinder : key concepts and cases for marketing strategy and decision making / | HF5415.2 Marketing research : Applied insight / | HF5415.2 .M28 2020 Marketing research : applied insight / | HF5415.2.M2898 2020 Marketing research : Applied insight / |
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"
There are no comments on this title.