04609cam a2200745 i 4500 ocn881318370 OCoLC 20171030093843.0 m o d cr ||||||||||| 140610s2014 enk ob 001 0 eng 2014022697 9781118758687 (electronic bk.) 1118758684 (electronic bk.) 9781118758762 (pdf) 1118758765 (pdf) 9781118758915 (epub) 1118758919 (epub) 1119961769 (paperback) 9781119961765 (paperback) 9781119961765 (paperback) DEBBG BV042740010 DEBSZ 420092005 GBVCP 814961053 DEBBG BV043613194 AU@ 000058372885 DEBBG BV043396876 (OCoLC)881318370 (OCoLC)893732004 (OCoLC)961659185 (OCoLC)962719035 B198BC14-A59B-4D22-BB2B-345B75479AC5 OverDrive, Inc. http://www.overdrive.com DLC eng rda pn DLC YDX OCLCF N$T YDXCP TEFOD CDX OCLCO EBLCP DEBSZ RECBK DG1 TEFOD B24X7 COO OCLCQ DEBBG D6H pcc MAIN HF5415.13 BUS 082000 bisacsh BUS 041000 bisacsh BUS 042000 bisacsh BUS 085000 bisacsh 658.8/02 23 BUS043000 bisacsh Stewart, David, 1948- The marketing pathfinder : key concepts and cases for marketing strategy and decision making / David Stewart and Michael Saren. [electronic resource] Chichester, West Sussex, United Kingdom : Wiley, 2014. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. 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? "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. Print version record and CIP data provided by publisher. Marketing Management. Strategic planning. Marketing Management. Marketing. Strategic planning. BUSINESS & ECONOMICS Marketing General. bisacsh Marketing Management. fast (OCoLC)fst01010209 Strategic planning. fast (OCoLC)fst01134371 Electronic books. Saren, Michael. Print version: Stewart, David, 1948- Marketing pathfinder. Chichester, West Sussex, United Kingdom : Wiley, 2014 9781119961765 (DLC) 2014020570 http://onlinelibrary.wiley.com/book/10.1002/9781118758687 Wiley Online Library ddc BK 207505 207505