The Marketing Pathfinder, 2nd Edition
Key Concepts and Cases for Marketing Strategy and Decision Making
$70.74
- Paperback
288 pages
- Release Date
15 August 2014
Summary
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, internat…
Book Details
| ISBN-13: | 9781119961765 |
|---|---|
| ISBN-10: | 1119961769 |
| Author: | David W. Stewart, Michael M. Saren |
| Publisher: | John Wiley & Sons Inc |
| Imprint: | John Wiley & Sons Inc |
| Format: | Paperback |
| Number of Pages: | 288 |
| Edition: | 2nd |
| Release Date: | 15 August 2014 |
| Weight: | 540g |
| Dimensions: | 245mm x 189mm x 15mm |
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About The Author
David W. Stewart
David Stewart is a Senior Lecturer in the Victoria Management School and has conducted courses for organizations such as Saatchi & Saatchi, Ogilvy and Mather, Television New Zealand, and the Electricity Corporation of New Zealand.
Michael Saren is Professor of Marketing at Leicester University. He is a founding editor of the journal Marketing Theory and co-author with David Ford of Marketing and Managing Technology and co-editor of Rethinking Marketing.
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