The marketing pathfinder : key concepts and cases for marketing strategy and decision making
By: Stewart, David
Title By: Saren, Michael | Cummings, Stephen [Series Editor] | Angwin, Duncan [Series Editor]
Material type:
BookPublisher: Chichester, West Sussex, United Kingdom : Wiley, 2014Description: xvii, 262 p. : 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781119961765Subject(s): Marketing -- Management | Strategic planning | BUSINESS & ECONOMICS / Marketing / GeneralDDC classification: 658.8/02 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"--
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.802 ST MA (Browse shelf) | Available | T0016870 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
"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.
Includes bibliographical references and index.