Description

Book Synopsis
Ideal for graduate students and MBA programs, The Marketing Pathfinder offers an effective way of contextualizing the marketing decisions they will have to make in the business world. A refreshing contrast to traditional marketing textbooks, this book provides a unique combination of key concepts and micro-cases.

Table of Contents

Pathways to Marketing vii

The Marketing Pathfinder xiii

Map About the Authors xvii

1. Mobilizing the Marketing Endeavour 1

2. Developing Products and Services 27

3. Analysis and Understanding 57

4. Understanding Why They Buy 85

5. How Much Are They Prepared to Pay 111

6. Over-Promising, Ethics, and Sustainability 131

7. Successful Brand Building 151

8. Finding the Right Marketing Space 175

9. Communication Heaven 201

10. Maverick Marketing 225

Glossary 247

Acronyms Used 253

Index 255

The Marketing Pathfinder

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    A Paperback / softback by David W. Stewart, Michael M. Saren

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      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 29/08/2014
      ISBN13: 9781119961765, 978-1119961765
      ISBN10: 1119961769

      Description

      Book Synopsis
      Ideal for graduate students and MBA programs, The Marketing Pathfinder offers an effective way of contextualizing the marketing decisions they will have to make in the business world. A refreshing contrast to traditional marketing textbooks, this book provides a unique combination of key concepts and micro-cases.

      Table of Contents

      Pathways to Marketing vii

      The Marketing Pathfinder xiii

      Map About the Authors xvii

      1. Mobilizing the Marketing Endeavour 1

      2. Developing Products and Services 27

      3. Analysis and Understanding 57

      4. Understanding Why They Buy 85

      5. How Much Are They Prepared to Pay 111

      6. Over-Promising, Ethics, and Sustainability 131

      7. Successful Brand Building 151

      8. Finding the Right Marketing Space 175

      9. Communication Heaven 201

      10. Maverick Marketing 225

      Glossary 247

      Acronyms Used 253

      Index 255

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