Книга "The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making" представляет собой уникальную комбинацию основных концепций и кратких интернациональных кейсов, которые помогают читателям понимать основы маркетинга в контексте реального мира бизнеса. Книга содержит десятки интересных кейсов, которые помогают читателям понимать, как применять основы маркетинга, начиная от исследования рынка и позиционирования до управления брендом и взаимоотношениями с клиентами.
В отличие от традиционных учебников и справочников по маркетингу, которые часто являются прескриптивными и директивными, "The Marketing Pathfinder" предлагает профессионалам и студентам маркетинга эффективный способ контекстуализации маркетинговых решений, которые они будут принимать в реальном мире бизнеса. Каждая глава представляет собой набор основных концепций, фреймворков и инструментов, за которыми следуют пять или более коротких, живых интернациональных кейсов, иллюстрирующих, как эти концепции и инструменты могут быть применены на практике.
Кейсы специально разработаны таким образом, чтобы стимулировать читателей к дополнительным независимым исследованиям и заставить их аргументировать и защищать свои решения. На протяжении всей книги акцент сделан на том, что читатель является профессионалом в области маркетинга, который принимает решения в реальной ситуации и несет за них ответственность.
This comprehensive guide to international marketing covers dozens of compelling case studies and key marketing concepts. Boasting over 200 global examples, from market research through to branding and customer relations, Marketing Pathfinder goes beyond simplistic theory and instrumental approaches to really help you understand the market you're in and identify where and how you can better compete. Stewart Wreford's expertise at leading marketing think tank Bain adds not just informed depth but the kind of practical knowledge that makes you stand out from the crowd. Perfect for students, professionals, and anyone looking for an approachable yet timesaving source of essential global marketing knowledge.
Dozens of lively international cases helping readers put marketing key concepts into the real-life context: Market enquiry through to positioning, brand management and client relations - every aspect of marketing, from strategy to advocacy, is a deciding driver of innovation and expansion in today's latest business enterprise.
This brand-new edition of the casebook-popular Planning Guidance Pathfinder like its previous bestseller, The Planning Guidance plandering - provides a harmonious mix of core eligibilitys and brief international cases.
A welcome subversive to traditionalist marketing texts that typically are prescriptive or directive, The Market Evaluation belays to professionals and those seeking to conquer marketing as an effectual approach to contextually illustrate the choices they're going to have to make inside the manner-of-thinking world of enterprise.
Not another one fits all marketing Toolkit,.The Market Planning Framework functions like a living, interactive Source Every chapter exposes a selection of vital concepts, improve schemes and instruments, followed after 5 or extra short lively international scenarios illustrating as the ideas and instruments may be utilized in real life The cases are specially designed to urge readers to carry out more cutting-edge independant investigation and to urge them to formulate and endorse their choices Throughout, pay attention is paid to the reader like a marketing expert in the thick and sensitive environment who is responsible for the choices they make.
Электронная Книга «The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making» написана автором David Stewart W. в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9781118758762
Описание книги от David Stewart W.
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 resource 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
