{"product_id":"the-marketing-pathfinder-9781119961765","title":"The Marketing Pathfinder","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIdeal 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePathways to Marketing vii\u003c\/p\u003e \u003cp\u003eThe Marketing Pathfinder xiii\u003c\/p\u003e \u003cp\u003eMap About the Authors xvii\u003c\/p\u003e \u003cp\u003e1. Mobilizing the Marketing Endeavour 1\u003c\/p\u003e \u003cp\u003e2. Developing Products and Services 27\u003c\/p\u003e \u003cp\u003e3. Analysis and Understanding 57\u003c\/p\u003e \u003cp\u003e4. Understanding Why They Buy 85\u003c\/p\u003e \u003cp\u003e5. How Much Are They Prepared to Pay 111\u003c\/p\u003e \u003cp\u003e6. Over-Promising, Ethics, and Sustainability 131\u003c\/p\u003e \u003cp\u003e7. Successful Brand Building 151\u003c\/p\u003e \u003cp\u003e8. Finding the Right Marketing Space 175\u003c\/p\u003e \u003cp\u003e9. Communication Heaven 201\u003c\/p\u003e \u003cp\u003e10. Maverick Marketing 225\u003c\/p\u003e \u003cp\u003eGlossary 247\u003c\/p\u003e \u003cp\u003eAcronyms Used 253\u003c\/p\u003e \u003cp\u003eIndex 255\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407194333527,"sku":"9781119961765","price":27.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119961765.jpg?v=1730498509","url":"https:\/\/bookcurl.com\/products\/the-marketing-pathfinder-9781119961765","provider":"Book Curl","version":"1.0","type":"link"}