The Marketing Pathfinder Key Concepts and Cases for Marketing Strategy and Decision Making 1st Edition by David Stewart, Michael M Saren ISBN 1119961769 9781119961765

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Product details:

ISBN 10: 1119961769

ISBN 13: 9781119961765

Author: David Stewart, Michael M. Saren

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

Table of contents:

1. Mobilizing the Marketing Endeavour

2. Developing Products and Services

3. Analysis and Understanding

4. Understanding Why They Buy

5. How Much Are They Prepared to Pay

6. Over-Promising, Ethics, and Sustainability

7. Successful Brand Building

8. Finding the Right Marketing Space

9. Communication Heaven

10. Maverick Marketing

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Tags: David Stewart, Michael M Saren, Marketing Pathfinder, Key Concepts, Cases, Marketing Strategy, Decision Making