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The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making

ISBN: 978-1-119-96176-5
280 pages
October 2014
US $66.00 Purchase This E-book

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August 27, 2014
UK

The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making

The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making is the latest addition to the acclaimed Pathfinder series.

In each chapter, the authors present a set of core concepts, frameworks and tools, followed by short, lively, international case studies illustrating how these can be applied in the real world.  These case studies are specifically designed to encourage readers to pursue additional independent research to enable them to articulate and defend their decisions.

Offering a refreshing contrast to traditional marketing texts and references, rather than being prescriptive and directive, The Marketing Pathfinder provides professionals and marketing/ MBA students alike with an effective way to contextualise the business decisions they make and have responsibility and ownership for.

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 Notes to editors:

  • Review copies and cover images are available on request