The Marketing Pathfinder : Key Concepts and Cases for Marketing Strategy and Decision Making / David Stewart and Michael Saren.

By:

Stewart, David, 1948-

Contributor(s):

Material type:

Computer filePublication details: Chichester, West Sussex, United Kingdom : Wiley, 2014.Description: xvii, 262 p.: ill.; 25 cmISBN:

9781118758762

Subject(s):

Additional physical formats: Print version:: Marketing pathfinderDDC classification:

658.802 23 STE-M 2014 815725

Online resources:

View online via Ebook Central - Academic Complete ANZ Edition

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"-- Provided by publisher.

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Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Books	Lahore Business School Library Shelf No. 81, LBS	Book	658.802 STE-M 2014 815725 (Browse shelf(Opens below))	Available		815725

Total holds: 0

Includes bibliographical references and index.

"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.

eBook access via Internet. ANU/ANV.