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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 |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, United Kingdom :
Wiley,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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?