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| 008 | 140610s2014 enk ob 001 0 eng | ||
| 010 | _a 2014022697 | ||
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| 049 | _aMAIN | ||
| 100 | 1 |
_aStewart, David, _d1948- |
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| 245 | 1 | 4 |
_aThe marketing pathfinder : _bkey concepts and cases for marketing strategy and decision making / _cDavid Stewart and Michael Saren. |
| 264 | 1 |
_aChichester, West Sussex, United Kingdom : _bWiley, _c2014. |
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| 300 | _a1 online resource | ||
| 336 |
_atext _btxt _2rdacontent |
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_acomputer _bc _2rdamedia |
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_aonline resource _bcr _2rdacarrier |
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| 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"-- _cProvided by publisher |
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| 504 | _aIncludes bibliographical references and index. | ||
| 588 | 0 | _aPrint version record and CIP data provided by publisher. | |
| 505 | 0 | _aCover; Title Page; Copyright; Contents; Pathways to Marketing; The Marketing Pathfinder Map; About the Authors; Chapter 1 Mobilizing the Marketing Endeavour; Border Patrol; Whatever Way You Look at It; 1. Functionalist; 2. Managerialist; 3. Collaborative; 4. Relational; Above and Beyond; Does my Value Look Big in this Proposition?; Conclusion; References and Further Reading; Case Acknowledgements; Chapter 2 Developing Products and Services; What Counts as What?; The Only Constant is Change; Metamorphosis; Spread the Word; First Off the Blocks; References and Further Reading. | |
| 505 | 8 | _aCase AcknowledgementsChapter 3 Analysis and Understanding; It's Written in the Stars; What's Going On Out There?; Winners and Losers; We're Listening; References and Further Reading; Case Acknowledgements; Chapter 4 Understanding Why They Buy; I Think Therefore I Shop; Come Together, Right Now; Power to the People; Decisions, Decisions, Decisions; Stairway to Heaven; References and Further Reading; Case Acknowledgements; Chapter 5 How Much Are They Prepared to Pay; Making a Buck; Everything Comes at a Price; Claim to Fame; Money Makes the World Go Around; Optimized or Just Optimistic? | |
| 590 |
_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks |
||
| 650 | 0 |
_aMarketing _xManagement. |
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| 650 | 0 | _aStrategic planning. | |
| 650 | 6 |
_aMarketing _xGestion. |
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| 650 | 6 | _aPlanification strat�egique. | |
| 650 | 7 |
_aBUSINESS & ECONOMICS _xMarketing _xGeneral. _2bisacsh |
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| 650 | 7 |
_aMarketing _xManagement _2fast |
|
| 650 | 7 |
_aStrategic planning _2fast |
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| 700 | 1 | _aSaren, Michael. | |
| 758 |
_ihas work: _aThe marketing pathfinder (Text) _1https://id.oclc.org/worldcat/entity/E39PCGRfwrmVrFQRpDdHvgJhpP _4https://id.oclc.org/worldcat/ontology/hasWork |
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| 776 | 0 | 8 |
_iPrint version: _aStewart, David, 1948- _tMarketing pathfinder. _dChichester, West Sussex, United Kingdom : Wiley, 2014 _z9781119961765 _w(DLC) 2014020570 |
| 856 | 4 | 0 | _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781118758687 |
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