000			01917nam a22002897a 4500
003			KENaKMTC
005			20260220090927.0
008			260220b |||||||| |||| 00| 0 eng d
020			_a9781119961765 _q(paperback)
020			_a1119961769 _q(paperback)
020			_a9781118758762 _q(ebook)
020			_a9781118758915 _q(ebook)
040			_cDLC
050			_aHF5415.13.S74 2014
100			_aStewart, David
245			_aThe marketing pathfinder : _b key concepts and cases for marketing strategy and decision making / _cDavid Stewart, Michael Saren
260			_aChichester, West Sussex, United Kingdom : _b Wiley, _cc2014.
300			_a xvii, 262 pages : _c25 cm.
440			_aPathfinder
504			_aIncludes bibliographical references and index.
505			_aCONTENTS 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.
520			_a"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			_aMarketing Management.
650			_aStrategic planning.
700			_aSaren, Michael
942			_2lcc _cBK _xRJ
999			_c49812 _d49812