TY  - BOOK
AU  - Stewart, David
AU  - Saren, Michael
TI  - The marketing pathfinder: key concepts and cases for marketing strategy and decision making 
SN  - 9781119961765
AV  - HF5415.13.S74 2014 
PY  - 2014///
CY  - Chichester, West Sussex, United Kingdom
PB  -  Wiley, 
KW  - Marketing Management
KW  - Strategic planning
N1  - 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
N2  - "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"
ER  -