The marketing pathfinder : key concepts and cases for marketing strategy and decision making / / David Stewart and Michael Saren

• Autore: Stewart David <1948->
• Pubblicazione: Chichester, West Sussex, [England] : , : John Wiley & Sons, , 2014; ©2014
• Descrizione fisica: 1 online resource (283 p.)
• Disciplina: 658.8/02
• Soggetto topico: Marketing - Management; Strategic planning
• Classificazione: BUS043000
• Altri autori: SarenMichael
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; 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 ; Case 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? ; References 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 Différence; 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 ; References 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 ; Acronyms UsedIndex; EULA
• Sommario/riassunto: "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"--
• Titolo autorizzato: The marketing pathfinder
• ISBN: 1-118-75891-9; 1-118-75868-4; 1-118-75876-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910132344603321
• Lo trovi qui: Univ. Federico II