The marketing pathfinder
Subtitle: key concepts and cases for marketing strategy and decision making
By: David Stewart and Michael Saren
Contributors: Saren, Michael
Publisher: Wiley
Published: 2014
Place of publication: Chichester, West Sussex, United Kingdom
Language: eng
Number of pages: 280
ISBN-13: 9781119961765
Subjects: Marketing; Management; Strategic planning; BUSINESS & ECONOMICS / Marketing / General
Description: "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"--
Notes: Includes bibliographical references and index.