key concepts and cases for marketing strategy and decision making Stewart, David creator Saren, Michael text Chichester, West Sussex, United Kingdom Wiley c2014 monographic eng

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xvii, 262 pages : 25 cm. "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" 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. David Stewart, Michael Saren Includes bibliographical references and index. Marketing Management Strategic planning HF5415.13.S74 2014 9781119961765 1119961769 9781118758762 9781118758915 260220 20260220090927.0