The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren.

By:

Stewart, David, 1948-

Contributor(s):

Saren, Michael

Material type: Text

TextPublisher: Chichester, West Sussex, United Kingdom : Wiley, 2014Description: xvii,262pContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781118758762 (pdf)
9781118758915 (epub)

Subject(s):

Additional physical formats: Print version:: Marketing pathfinderDDC classification:

658.802 STE 2014 23543 23 23543

Online resources:

Cover image

Summary: "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"-- Provided by publisher.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	RLKU Library & Information Resource Centre	MGT	658.802 STE 2014 23543 (Browse shelf(Opens below))	Available		23543

Includes bibliographical references and index.

"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"-- Provided by publisher.

Description based on print version record and CIP data provided by publisher.

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