Saren, Michael M.

The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making

Saren, Michael M. - The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making, ebook


Ebook, ePUB with Adobe DRM
ISBN: 9781118758915
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Printing84 pages with an additional page accrued every 9 hours, capped at 84 pages
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Dozens of lively international case studies that help readers put core marketing principles in a real-world context

From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.

  • Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource
  • 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

Keywords: Marketing Management, marketing, modern marketing, marketing texts, marketing books, marketing guides, marketing management, marketing management strategies, marketing management tools, marketing management case studies, marketing 101, introduction to marketing, marketing strategies, marketing techniques, marketing theory, marketing concepts, marketing tools, marketing professional, marketing handbook, marketing a to z, great marketing ideas

John Wiley and Sons, Inc.
Publication year
Page amount
280 pages
Printed ISBN

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