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The marketing pathfinder :key concepts and cases for marketing strategy and decision making /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	The marketing pathfinder :/ David Stewart, Michael Saren.
其他題名:	key concepts and cases for marketing strategy and decision making /
作者:	Stewart, David,
其他作者:	Saren, Michael.
出版者:	Chichester, West Sussex, United Kingdom :Wiley,2014.
面頁冊數:	xvii, 262 p. :ill.;25 cm.
標題:	Marketing - Management. -
電子資源:	http://catalogimages.wiley.com/images/db/jimages/9781119961765.jpg
ISBN:	9781119961765 (paperback) :

The marketing pathfinder :key concepts and cases for marketing strategy and decision making /
Stewart, David,1948-

The marketing pathfinder :key concepts and cases for marketing strategy and decision making /David Stewart, Michael Saren. - Chichester, West Sussex, United Kingdom :Wiley,2014. - xvii, 262 p. :ill.;25 cm.

Includes bibliographical references and index.

"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"--

ISBN: 9781119961765 (paperback) :NT2013

LCCN: 2014020570Subjects--Topical Terms:

147454
Marketing
--Management.

LC Class. No.: HF5415.13 / .S875 2014

Dewey Class. No.: 658.8/02

The marketing pathfinder :key concepts and cases for marketing strategy and decision making /
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504 $a Includes bibliographical references and index.
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