LEADER 04982nam 2200685 450 001 9910132344603321 005 20230803205652.0 010 $a1-118-75891-9 010 $a1-118-75868-4 010 $a1-118-75876-5 035 $a(CKB)3710000000264687 035 $a(EBL)1822528 035 $a(OCoLC)893732004 035 $a(SSID)ssj0001350330 035 $a(PQKBManifestationID)11773022 035 $a(PQKBTitleCode)TC0001350330 035 $a(PQKBWorkID)11288448 035 $a(PQKB)11507111 035 $a(MiAaPQ)EBC1822528 035 $a(DLC) 2014022697 035 $a(Au-PeEL)EBL1822528 035 $a(CaPaEBR)ebr10957145 035 $a(CaONFJC)MIL654222 035 $a(OCoLC)881318370 035 $a(EXLCZ)993710000000264687 100 $a20141101h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe marketing pathfinder $ekey concepts and cases for marketing strategy and decision making /$fDavid Stewart and Michael Saren 210 1$aChichester, West Sussex, [England] :$cJohn Wiley & Sons,$d2014. 210 4$dİ2014 215 $a1 online resource (283 p.) 300 $aDescription based upon print version of record. 311 $a1-119-96176-9 311 $a1-322-22942-2 320 $aIncludes bibliographical references and index. 327 $aCover; Title Page; Copyright; Contents; Pathways to Marketing; The Marketing Pathfinder Map; About the Authors; Chapter 1 Mobilizing the Marketing Endeavour; Border Patrol; Whatever Way You Look at It; 1. Functionalist; 2. Managerialist; 3. Collaborative; 4. Relational; Above and Beyond; Does my Value Look Big in this Proposition?; Conclusion; References and Further Reading; Case Acknowledgements; Chapter 2 Developing Products and Services; What Counts as What?; The Only Constant is Change; Metamorphosis; Spread the Word; First Off the Blocks; References and Further Reading 327 $aCase AcknowledgementsChapter 3 Analysis and Understanding; It's Written in the Stars; What's Going On Out There?; Winners and Losers; We're Listening; References and Further Reading; Case Acknowledgements; Chapter 4 Understanding Why They Buy; I Think Therefore I Shop; Come Together, Right Now; Power to the People; Decisions, Decisions, Decisions; Stairway to Heaven; References and Further Reading; Case Acknowledgements; Chapter 5 How Much Are They Prepared to Pay; Making a Buck; Everything Comes at a Price; Claim to Fame; Money Makes the World Go Around; Optimized or Just Optimistic? 327 $aReferences and Further ReadingCase Acknowledgements; Chapter 6 Over-Promising, Ethics, and Sustainability; Promises, Promises; The Truth is Out There; Honest Guv!; It's Not Easy Being Green; References and Further Reading; Case Acknowledgements; Chapter 7 Successful Brand Building; Whose Needs are Being Met?; Vive la Diffe?rence; Read the Signals Jerry; To Boldly Go; What's it Worth?; References and Further Reading; Case Acknowledgements; Chapter 8 Finding the Right Marketing Space; The Role of Space and Place; Go with the Flow; Right Time, Right Place; More than Just Numbers; Mission Critical 327 $aReferences and Further ReadingCase Acknowledgements; Chapter 9 Communication Heaven; Join Together; Can You Hear Me Now?; Mixing it Up; Advertising; Public Relations; Sales Promotion; Sales Force; Direct Marketing; Sponsorship; Design/Servicescape; Contact Centres; Media Matters; References and Further Reading; Case Acknowledgements; Chapter 10 Maverick Marketing; Why Marketing Needs Mavericks; The Ways Things Are Done Around Here; A Call to Service; Service Dominant Logic; The Foundational Premises of SDL; The New Frontier; References and Further Reading; Case Acknowledgements; Glossary 327 $aAcronyms UsedIndex; EULA 330 $a"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--$cProvided by publisher. 606 $aMarketing$xManagement 606 $aStrategic planning 615 0$aMarketing$xManagement. 615 0$aStrategic planning. 676 $a658.8/02 686 $aBUS043000$2bisacsh 700 $aStewart$b David$f1948-$0883374 701 $aSaren$b Michael$0623680 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910132344603321 996 $aThe marketing pathfinder$92884874 997 $aUNINA