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
resourceEach 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 worldThe case studies are specifically designed to
encourage readers to pursue additional independent research and to
encourage them to articulate and defend their decisionsThroughout,
the emphasis is on the reader as a marketing professional in the
thick of it and responsible for the decisions they make
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