The marketing pathfinder : key concepts and cases for marketing strategy and decision making /
"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 i...
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| Format: | eBook |
| Language: | English |
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Chichester, West Sussex, United Kingdom :
Wiley,
2014.
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| Online Access: | Full Text via HEAL-Link |
| 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"-- |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781118758687 1118758684 9781118758762 1118758765 9781118758915 1118758919 1119961769 9781119961765 |
| DOI: | 10.1002/9781118758687 |
