{"product_id":"9781119961765","title":"The Marketing Pathfinder Key Concepts and Cases for Marketing Strategy and Decision Making","description":"\u003ch1\u003eThe Marketing Pathfinder\u003c\/h1\u003e\u003ch2\u003eKey Concepts and Cases for Marketing Strategy and Decision Making\u003c\/h2\u003e\u003ch3\u003eDavid W. Stewart | Michael M. Saren\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cb\u003eDozens of lively international case studies that help readers put core marketing principles in a real-world context\u003c\/b\u003e \u003cp\u003eFrom 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, \u003ci\u003eThe Strategy Pathfinder\u003c\/i\u003e, 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, \u003ci\u003eThe Marketing Pathfinder\u003c\/i\u003e offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eNot another one-size-fits-all marketing toolkit, \u003ci\u003eThe Marketing Pathfinder\u003c\/i\u003e functions as a dynamic, interactive resource\u003c\/li\u003e \u003cli\u003eEach 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\u003c\/li\u003e \u003cli\u003eThe case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions\u003c\/li\u003e \u003cli\u003eThroughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make\u003c\/li\u003e \u003c\/ul\u003e\n\u003c\/div\u003e\u003cdiv\u003e  \u003cp\u003e\u003cb\u003eDavid Stewart\u003c\/b\u003e is a Senior Lecturer in the Victoria Management School and has conducted courses for organizations such as Saatchi \u0026amp; Saatchi, Ogilvy and Mather, Television New Zealand, and the Electricity Corporation of New Zealand.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMichael Saren\u003c\/b\u003e is Professor of Marketing at Leicester University. He is a founding editor of the journal \u003ci\u003eMarketing Theory\u003c\/i\u003e and co-author with David Ford of \u003ci\u003eMarketing and Managing Technology\u003c\/i\u003e and co-editor of \u003ci\u003eRethinking Marketing\u003c\/i\u003e.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e06 October 2014\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781119961765\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback \/ softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e288\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e19.04\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44311058874508,"sku":"9781119961765","price":59.4,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781119961765.jpg?v=1780207342","url":"https:\/\/lateknightbooks.com\/products\/9781119961765","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}