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
สารบัญ
Pathways to Marketing vii
The Marketing Pathfinder xiii
Map About the Authors xvii
1. Mobilizing the Marketing Endeavour 1
2. Developing Products and Services 27
3. Analysis and Understanding 57
4. Understanding Why They Buy 85
5. How Much Are They Prepared to Pay 111
6. Over-Promising, Ethics, and Sustainability 131
7. Successful Brand Building 151
8. Finding the Right Marketing Space 175
9. Communication Heaven 201
10. Maverick Marketing 225
Glossary 247
Acronyms Used 253
Index 255
เกี่ยวกับผู้แต่ง
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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