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The marketing pathfinder : key concepts and cases for marketing strategy and decision making /
"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 i...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, United Kingdom :
Wiley,
2014.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Stewart, David, |d 1948- | |
| 245 | 1 | 4 | |a The marketing pathfinder : |b key concepts and cases for marketing strategy and decision making / |c David Stewart and Michael Saren. |
| 264 | 1 | |a Chichester, West Sussex, United Kingdom : |b Wiley, |c 2014. | |
| 300 | |a 1 online resource | ||
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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"-- |c Provided by publisher | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record and CIP data provided by publisher. | |
| 505 | 0 | |a Cover; 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 | |a Case 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 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 0 | |a Strategic planning. | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 6 | |a Planification stratégique. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 650 | 7 | |a Strategic planning |2 fast | |
| 700 | 1 | |a Saren, Michael. | |
| 758 | |i has work: |a The marketing pathfinder (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGRfwrmVrFQRpDdHvgJhpP |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Stewart, David, 1948- |t Marketing pathfinder. |d Chichester, West Sussex, United Kingdom : Wiley, 2014 |z 9781119961765 |w (DLC) 2014020570 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1822528 |z Texto completo |
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