The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making - Couverture souple

Stewart, David W.; Saren, Michael M.

 
9781119961765: The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making
Couverture souple
ISBN 10 : 1119961769 ISBN 13 : 9781119961765
Editeur : Wiley, 2014

Synopsis

Dozens of lively international case studies that help readers put core marketing principles in a real-world context

From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.

  • Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource
  • 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

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

David Stewart is a Senior Lecturer in the Victoria Management School and has conducted courses for organizations such as Saatchi & Saatchi, Ogilvy and Mather, Television New Zealand, and the Electricity Corporation of New Zealand.

Michael Saren is Professor of Marketing at Leicester University. He is a founding editor of the journal Marketing Theory and co-author with David Ford of Marketing and Managing Technology and co-editor of Rethinking Marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Wiley
Date d'édition
2014
Langue
anglais
ISBN 10 
1119961769
ISBN 13 
9781119961765
Reliure
Broché
Nombre de pages
286
Coordonnées du fabricant
JOSSEY-BASS
https://www.wiley.com/en-us

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Personne responsable
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