TY  - BOOK
AU  - Stewart,David
AU  - Saren,Michael M..
TI  - The marketing pathfinder: key concepts and cases for marketing strategy and decision making
SN  - 9781119961765
PY  - 2014///
PB  - WILEY
KW  - Business & Economics
KW  - Marketing
KW  - General
N1  - Chapter, Lesson, Part; 1. Mobilizing the Marketing Endeavour; Chapter, Lesson, Part; 2. Developing Products and Services; Chapter, Lesson, Part; 3. Analysis and Understanding; Chapter, Lesson, Part; 4. Understanding Why They Buy; Chapter, Lesson, Part; 5. How Much Are They Prepared to Pay; Chapter, Lesson, Part; 6. Over-Promising, Ethics, and Sustainability; Chapter, Lesson, Part; 7. Successful Brand Building; Chapter, Lesson, Part; 8. Finding the Right Marketing Space; Chapter, Lesson, Part; 9. Communication Heaven; Chapter, Lesson, Part; 10. Maverick Marketing; Cover, Title,The marketing pathfinder: key concepts and cases for marketing strategy and decision making--Preface, Introduction, TOC,Contents--Preface, Introduction, TOC,Pathways to Marketing--Preface, Introduction, TOC,The Marketing Pathfinder Map--Preface, Introduction, TOC,About the Authors--References, Appendix, Index,Glossary--References, Appendix, Index,Acronyms Used--References, Appendix, Index,Index
UR  - http://portal.igpublish.com/iglibrary/search/WILEYB0002601.html
ER  -